Discipline  Sales Strategy:  "The Crusade for Customer Satisfaction"

Challenge  AutoZone is the largest automotive retailer in the US.  Despite many attempts to earn the business over a number of years, WD-40 wasn’t sold in AutoZone stores.

Result  Working with the marketing team and agencies, we focused the brand message on automotive applications with award-winning marketing.  From meetings at AutoZone HQ and visiting stores, I noticed that every person had a name tag that included their title followed by “customer satisfaction.”  That inspired me to create a campaign to invite consumers to ask for WD-40 at AutoZone stores.  Our “Crusade for Customer Satisfaction” generated thousands of consumer requests at AutoZone stores and helped WD-40 get on shelves in their 3,000 locations.