Feu Vert selects SAS® DataFlux® Master Data Management to anchor customer intelligence project

Leading European provider of car accessories and services uses SAS® MDM to improve the accuracy of marketing data to support better customer knowledge, operational efficiency

French car center network Feu Vert is using SAS® to improve the accuracy and quality of its customer data. Feu Vert, with 400 retail outlets in Europe, including more than 300 in France, chose the SAS® DataFlux® Master Data Management (MDM) solution from SAS, the leader in business analytics.

With more than 40 years in business, Feu Vert is a European leader for car accessories and services. Aiming to become the best provider of car accessories and the preferred parts supplier for car maintenance centers, Feu Vert established a global five-year corporate strategy that includes a data-centric marketing strategy.

"We selected SAS DataFlux Master Data Management to support our growth strategy and bring marketing data management back in-house," said Marie-Pierre Dussolliet-Berthod, CRM Manager at Feu Vert. "This allows us to accelerate our growth based on a better knowledge of our customers and a more closely aligned marketing proposition."

Over six months, Feu Vert and SAS worked together to create a unique reference data hub of customer data using the SAS DataFlux Data Management Platform and SAS DataFlux MDM. This project also established a customer data governance program, improved customer data value and qualification, and helped reduce the cost per customer contact.

The reference data hub is a critical component of the company's IT system by integrating with any application that consumes and processes customer data, including enterprise resource planning (ERP), customer relationship management (CRM) and the company's e-business platform. The MDM solution will consolidate and improve the quality of Feu Vert customer data, centralizing customer information from operational systems and providing trusted master data to consuming applications and the marketing team.

"To thrive in today's consumer-empowered and data-rich landscape, marketing and IT leaders must be more aligned than ever to deliver exceptional marketing effectiveness and efficiency," said Wilson Raj, Global Customer Intelligence Director for SAS. "SAS helps businesses such as Feu Vert to quickly develop a master data hub – with minimal impact to IT resources – that provides a unified customer view in a secure, compliant manner: the secret sauce to highly personalized brand experiences."

Feu Vert's data governance strategy will also help the company establish deep analysis of its marketing database and conduct highly relevant and accurate marketing campaigns to improve prospect targeting and increase customer loyalty.

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