More efficient marketing and better customer communication with Veact
How the MENTON AUTOMOBILCENTER Group used smart data analyses and digital communication channels to make marketing measures more efficient, improve customer loyalty and significantly increase sales.
increase in realised aftersales sales potential since the introduction of Veact
increase in average revenue per service visitor
increase in annual sales per loyal customer to € 1.134
More growth with data-driven marketing
The MENTON AUTOMOBILCENTER Group has been operating BMW locations in Reutlingen, Tübingen and Münsingen for almost 100 years. In the past, the centres’ marketing campaigns involved considerable effort.
The selection of target groups and the implementation of campaigns required both internal resources and external service providers, who were often not familiar with the BMW-specific CI specifications. There was no structured monitoring of the campaigns’ success.
The high workload of employees at peak times repeatedly led to bottlenecks in service.
Our solution: More efficient customer approach with measurable success
By implementing the Veact Automotive platform with Veact Data Connect, Veact Customer Hub, Autojourney and Veact Insights, marketing measures were optimised in a data-driven manner. Thanks to a personalised customer approach, MENTON delivers targeted, relevant offers – efficiently, automatically and in line with the CI.
A milestone for the service
For the first time, the structured evaluation of success made it possible to gain detailed insights into which campaigns worked best with customers. Thanks to Veact Insights’ high-quality data analyses, the company continuously adapted and fully optimised its marketing strategies. For example, it became clear that certain campaigns were less popular in rural areas, while other measures achieved surprisingly high response rates.
The partnership with Veact not only enabled the systematic collection and use of customer data, but also led to the digitalisation of customer communication. The use of email as the primary communication channel reduced the high costs of telephone and print campaigns and promoted sustainable marketing practices. The data-supported customer approach enabled targeted offers, thereby avoiding unnecessary advertising measures.
Another key issue was the introduction of online appointment booking. The call centre reached its capacity limits, especially during peak times such as the wheel change season. Thanks to digital appointment booking, customers can now easily arrange their service appointment by email, which significantly reduces the workload of the service team.
Even smarter, even more digital
Veact has enabled the MENTON AUTOMOBILCENTER Group to revolutionise its marketing. The combination of smart data analysis and digital service processes led to a significant improvement in internal processes:
Greater customer loyalty through a targeted approach to needs
The personalised approach and simple online booking led to greater customer loyalty.
36-44% average response rate
The number of contactable customers increased thanks to consistent data collection and GDPR-compliant consent.
Optimised workshop capacity utilisation through smart appointment scheduling
Internal resources were significantly relieved by the automated processes.
“We decided very quickly to enter into a partnership with Veact and are actually very, very happy to this day because we no longer have to worry about marketing at all.”
Stefan Clauss, Head of Aftersales at the MENTON AUTOMOBILCENTER dealership
