What defines a dealer vs a retailer?

A John Deere dealer group called Nortrax approached Capsule to have us design an identity and visual language for their expanding brand of John Deere dealer. The effort started in the typical fashion but quickly evolved into a large variety of projects to design what was currently a dealer experience into a retailer experience.

What does that mean?

At the time the CEO was a gregarious, visionary and he had the backing of a large corporation. His efforts centered first around a consolidation of a complex distribution system. As that vision came into reality, the next phase was the redesign of this brand into something that could lift up to the title of John Deere dealer to retailer. The perception being a retailer would achieve greater loyalty and would deliver a more memorable and engaging customer experience.

The result was architects designing retail prototypes while old dealership facilities were being retired. Along with a complete revamp of a trademark, visual language and elements that now needed to communicate a retailer message.

Capsule’s efforts were highly rewarded and given full accolades just as the entity was sold back to John Deere corporate.

What do you think about dealers vs retailers? Does “dealer” mean something less valuable?