A.T.U strengthens customer dialogue via email – artegic provides ECRM for Europe’s leading automotive workshop chain.

Auto-Tei­le-Unger (A.T.U) looks for­ward to inte­gra­ted ECRM. With the help of the ELAINE Online Dialogue Marketing Solution pro­vi­ded by ECRM spe­cia­list artegic, A.T.U is ful­ly inte­gra­ting email mar­ke­ting in its cust­o­m­er rela­ti­on manage­ment. Main focus is the manage­ment of A.T.U loyal­ty card hol­ders, as well as the dis­tri­bu­ti­on and ser­vice com­mu­ni­ca­ti­on for its online shop. Online dia­lo­gue mar­ke­ting is a fun­da­men­tal part of the new stra­te­gic direc­tion of auto­mo­ti­ve dea­ler and work­shop chain A.T.U. With email-sup­por­ted cam­pai­gns, A.T.U is plan­ning to fur­ther expand its ecom­mer­ce tur­no­ver and effec­tive­ly sup­port mar­ke­ting at point of sale. Basis for the cust­o­mi­sed com­mu­ni­ca­ti­on is the ELAI­NE Online Direct Mar­ke­ting tech­no­lo­gy. The sys­tem pre­sen­ted A.T.U with a well-deve­lo­ped and high­ly inte­gra­ta­ble solu­ti­on, which enables com­pre­hen­si­ve data exch­an­ge bet­ween the online shop and the cen­tral cust­o­m­er manage­ment sys­tems. Exis­ting and poten­ti­al cust­o­m­ers in dif­fe­rent are­as can now be tar­ge­ted and mana­ged holi­s­ti­cal­ly and indi­vi­dual­ly.

Automated and individualised dialogue marketing

The objec­tive was the con­struc­tion of an inte­rest ori­en­ta­ted and pre­cise­ly timed dia­lo­gue mar­ke­ting during the cust­o­m­er lifecy­cle. Pri­ma­ry tar­get groups are the sub­scri­bers of the ATU.de news­let­ters, the hol­ders of the A.T.U card, as well as the cust­o­m­ers of the A.T.U online shops. A.T.U is plan­ning to gra­dual­ly expand its con­trol of the online cust­o­m­er reten­ti­on via artegic’s inte­gra­ted solu­ti­on. Emails are sent via artegic’s cer­ti­fied data cen­tre.

Comprehensive customer dialogue

The auto­ma­ted deter­mi­na­ti­on of sales opti­ons enables A.T.U to tar­get cust­o­m­ers in a very pre­cise way. Auto­ma­ted noti­fi­ca­ti­ons on ser­vice inter­vals, TÜV, ASU or remin­ders for requi­red sea­so­nal main­ten­an­ce, such as winter/summer tyre chan­ges make effec­tive use of pos­si­ble sales oppor­tu­nities. At the same time, this event-spe­ci­fic com­mu­ni­ca­ti­on will be appre­cia­ted as a rele­vant and fri­end­ly ser­vice. The opti­on of prin­ta­ble cou­pons makes the suc­cess of the cam­pai­gns mea­sura­ble all the way to point of sale. The auto­ma­ted activa­ti­on of A.T.U card hol­ders offers cust­o­m­ers, for exam­ple, access to the cur­rent point balan­ce of their A.T.U card account. In col­la­bo­ra­ti­on with artegic, A.T.U also deve­lo­ped an over­all manage­ment of the data usa­ge agree­ments. Con­s­ent is obtai­ned in a con­sis­tent and tar­ge­ted way across A.T.U’s more than 650 Euro­pean stores, as well as online.

“With the ELAI­NE ECRM solu­ti­on, A.T.U inte­gra­tes the cen­tral plat­form for the exis­ting and future cust­o­m­er dia­lo­gue in the chan­nels email, RSS and SMS. Espe­cial­ly the use of the full poten­ti­al of ecom­mer­ce and the com­pre­hen­si­ve inte­gra­ti­on in CRM, EShop and sub­si­dia­ry stores are of stra­te­gic import­an­ce to A.T.U. artegic sup­ports us with relia­ble tech­no­lo­gy and fist-class know-how”, says Mat­thi­as X. Hand­schuh, Head of Ecom­mer­ce, Auto-Tei­le-Unger.

Ste­fan von Lie­ven, CEO, artegic, high­lights the bene­fits of con­sis­tent, web-based dia­lo­gue mar­ke­ting: “We look for­ward to an excit­ing col­la­bo­ra­ti­on with A.T.U. In par­ti­cu­lar, the com­pre­hen­si­ve inte­gra­ti­on, inclu­ding bench­mar­king of the indi­vi­dual stores, shows the poten­ti­al hid­den in online direct mar­ke­ting.”

About A.T.U

Foun­ded in 1985 by Peter Unger, A.T.U Auto-Tei­le-Unger is now Ger­man mar­ket lea­der for all auto­mo­ti­ve ser­vices. The com­bi­na­ti­on of pro­fes­sio­nal work­shop with inte­gra­ted auto­mo­ti­ve retailer for almost all car makes and the con­sis­tent ser­vice are the cor­ners­to­nes of its suc­cess. Appro­xi­mate­ly 1.7 mil­lion cust­o­m­ers have alre­a­dy bene­fi­ted from the A.T.U loyal­ty card. A.T.U Auto-Tei­le-Unger employs over 15,000 staff and has bran­ches in Aus­tria, the Czech Repu­blic, the Nether­lands, Ita­ly and Swit­z­er­land.

ATU