Case Study

Mercedes Benz

Mercedes-Benz history began in 1886 when engineer Karl Benz invented the world’s first car. This invention pioneered a path of innovation and technology which remains with the automotive manufacturer to this day. From making motoring more sustainable with eMobility, to manufacturing vans and ‘Smart’ cars. Mercedes-Benz is one of the most successful brands in the world. Communication as part of a well-managed customer experience is critical. Communicating on brand, on message and on time plays a vital part in generating brand loyalty, ensuring compliance and correct maintenance and aftercare is provided to keep the vehicles safe and the customer happy.


Increase in aftersales activity from multi-channel approach

The brief

Provide a predictive aftersales multi-channel communication application across multiple vehicle makes for both Smart cars and Mercedes-Benz Vans and Cars.

The solution

We created a multi-layered autoflow platform that creates variable brand and service need messaging as part of a fully personalised cross channel delivery.

Results that matter

Dealerships can easily access a brand secure marketing platform that drives timely and accurate messages using client channel preferences to increase aftersales.

Predictive Aftersales (PAS) communication across multiple brands

Aftersales communication including service, MOTs and lease notices are date dependent therefore predictable. Car dealerships across the country rely heavily on income generated through aftersales messages, and such messages provide ongoing brand awareness and touch points for future sales opportunities. 

Mercedes-Benz employed Romax to print and distribute PAS across their UK brands including Passenger Cars, Motability, Vans and Smart Cars. As each brand has unique requirements including data sources, imagery, copy and brand guidelines; combining aftersales into a streamlined, agile and cost-effective solution without devaluing the brand previously had been problematic.

Future proof and flexible system

Development of a flexible system that receives multiple data sources, whilst retaining integrity of that data to produce brand specific customer communications was a key requirement. We designed and received approval for client specific postal indicia to increase brand awareness. Saving time and cost by removing delay in set-ups and approval process. We reduced costs by combining smaller brand runs into one larger run to qualify for a mailsort discount across all brands ensuring that the ‘cost per piece’ is reduced for the whole business through process sharing – not just per brand.

Timely marketing communications across multiple channels

By acting as the pivot between all brand channels we integrated multiple source data and collateral to produce output across one weekly printed mail, SMS and email run that is distributed seamlessly and as one campaign. This ensures consistency in brand message without compromise in content across all media channels. A fully automated system removes the need for weekly client approvals and interaction, saving the client time and money. The ease by which messaging can be changed allows quick and simple amendments when content change is required. Communications are delivered with printed or electronic on schedule, allowing better customer and dealership relations and increased uptake in sales.

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