AKRON, OH -- Goodyear Tire & Rubber Co. is giving its company owned stores a new look.

The result of what the company called “comprehensive studies,” the new design includes a new store layout, service-messaging elements, and new floor and wall displays.

Goodyear worked with Akron , OH , communications agency Hitchcock Fleming & Associates Inc. to develop new signage, display fixtures and informational materials. The materials include posters, fliers, product catalogues and informational cards. Goodyear said the new materials will help make “differentiation easier for consumers to understand, and make the tire-purchase process less intimidating.”

"Goodyear is intensifying its focus on in-store needs of consumers, in conjunction with highly successful product launches," said Rob Rajkowski, director of marketing and merchandising for Goodyear's retail division. "In this way, Goodyear can provide the best products and the best retail experience. The new design was developed based on the feedback of consumers who said they preferred a more informational store environment when purchasing tires.

Currently, Goodyear is rolling the new look out to its stores, which will continue this year and into 2007.