The automotive repair industry is characterized by strong competition. The Speedy brand knows something about it. To stand out, its French branch plans to better capitalize on its data assets.
Speedy France wants to improve the management of its relational marketing strategy and its digital actions. To achieve this, it considers data as strategic and central in customer relationship management.
Better marketing thanks to unified data
The company wants to increase its skills and modernize its technological tools. To this end, Speedy has selected two partners, Epsilon France for the data marketing consulting component, and Salesforce for the CRM/CDP component.
Speedy will therefore deploy Salesforce’s SaaS solution as its “new MarTech platform”. By relying on its two suppliers, the repair specialist aims to implement an omnichannel strategy.
The challenge is also that of the load rate of its sites. The objective is indeed “to optimize the business of its 500 centers” spread over France. Finally, the brand wants to improve the performance of its speedy.fr website.
And for each of these axes, data occupies a central place, underlines Epsilon – a subsidiary of the Publicis group. This will result in the creation of a single customer repository, where digital and retail customers are generally distinct.
The CDP Salesforce as a technical base
To achieve this, Speedy plans to equip itself with a customer data platform. A CDP is “a software intended to create a single customer database from online and offline information collected from multiple sources”, as Salesforce defines it.
By combining technologies and Data skills, the brand wants to be able to “access data sources in real time” for the purpose of improving its relational marketing operations (campaign management, customer support, etc.).
For Romain Vancappel, Purchasing, Marketing, Strategy and Innovation Director of Speedy France, Epsilon’s role will be more specifically that of support during the transformation phase around mobility and the digitalization of the customer journey.