Detlev Louis Motorrad-Vertriebs GmbH, Germany’s largest retailer and mail order company for motorcycle clothing and accessories, will rely on solutions from digital CRM consulting and technology provider artegic AG for its digital dialogue marketing in the future.

As part of a strategy for consistent customer centricity, Detlev Louis Motorrad-Vertriebsgesellschaft mbH relies on the real-time marketing automation solutions of technology provider artegic AG. The aim is to control individualised communication at the right moment and in the right context. artegic supports Detlev Louis Motorrad-Vertriebsgesellschaft mbH in implementing the data and processes required for customer-centric digital dialogue marketing and in seamlessly integrating the real-time marketing automation suite ELAINE.

New opportunities for customer-centric communication

Digitalisation is fundamentally changing the market environment for retailers. The most important drivers are the increasing customer requirements in the competitive environment. Today’s customers are networked, mobile, social, always on and make best-in-class demands on the marketing and service communication of dealers. In addition, distance selling and e-commerce are becoming increasingly important, which poses challenges for chain stores in particular but also opens up new opportunities. In order to meet these demands, it is necessary for retailers to carry out a digital transformation in marketing that focuses on the customer. With marketing automation, Detlev Louis Motorrad-Vertriebsgesellschaft mbH accompanies each individual customer in his customer journey along the goals of the lifecycle, adapted to his current needs and the context of use. The focus is on the benefit for the customer. Detlev Louis Motorrad-Vertriebsgesellschaft mbH and artegic focus in particular on the quick and easy implementation of measures in order to be able to react promptly and flexibly to changing market environments.

One of the most important tasks in the digital dialogue marketing of Detlev Louis Motorrad-Vertriebsgesellschaft mbH is the development of an in-depth understanding of data. In this context, Detlev Louis Motorrad-Vertriebsgesellschaft mbH places particularly high demands on data protection and data security. With many years of experience in the area of sensitive data as well as trend-setting, award-winning solutions, artegic meets these highest demands. The digital marketing suite ELAINE was developed especially for the implementation of requirements from the European General Data Protection Regulation (GDPR) and consistently fulfills, among other things, the requirements of Privacy by Design. artegic has already received several international awards for its special commitment to data protection and data security, including the ECO Internet Award, the Cased Security Award and the International Business Award (Stevie). The ISO/IEC 27018 standards certify artegic’s compliance with the highest standards of availability, confidentiality and integrity of cloud service data as well as data protection compliance within the framework of the GDPR.

Integration with Apteco FastStats

In addition to artegic, Detlev Louis Motorrad-Vertriebsgesellschaft mbH also relies on data analytics provider and artegic partner Apteco. Together with Apteco, marketing-relevant data was identified and a consolidated data mart was set up. In order to gain an analytical understanding of the customer from this data, Apteco’s FastStats data analytics technology was implemented. Bidirectional integration of FastStats and ELAINE enables seamless use of segmentation for campaign management in ELAINE, for example.

“It is of the utmost importance for us to provide our customers only with the information that is really of interest to them. The decision in favor of ELAINE was based on its good usability and fast integration, which enables smooth regular operation,” says Björn Ahlers, Head of Communications Development at Detlev Louis Motorrad-Vertriebsgesellschaft mbH.

“A customer-centric customer experience has become a must, especially in such a dynamic market environment as retail. However, it is not only a high level of data understanding and intelligent communication control that are decisive. Context orientation and the ability to react to the right moment at the highest speed – in real time – have become crucial. With Detlev Louis Motorrad-Vertriebsgesellschaft mbH, we are pleased to be able to support a company that is specifically transforming the challenges for omnichannel dealers into opportunities within the framework of innovative digital marketing communication,” says Stefan von Lieven, CEO of artegic AG.