How Pep Boys Leveraged Vehicle Data to Drive Personalised Messaging

The Challenge

Pep Boys, an American automotive aftermarket service chain with more than 9,000 service bays across 35 states and Puerto Rico, faced several key challenges that their legacy providers couldn’t solve:

• Missed opportunities to engage customers during important moments like purchases and service needs
• Inability to connect vehicle information with individual customer profiles
• Basic messaging approach that wasn’t effectively timing communications or prioritising messages

The company needed to unify their data and create better customer experiences while meeting tight deadlines to avoid fees from previous providers.

The Solution

Zeta equipped Pep Boys with an integrated marketing platform that linked customers’ vehicles with their individual profiles. This allowed the company to use vehicle information to create personalised messages and timely service recommendations, while sending fewer, more relevant communications that customers actually responded to.

This strategic approach enhanced the company’s overall messaging strategy, drove engagement, and improved campaign results, opening doors to new partnership opportunities with Zeta, including the launch of SMS messaging.

Building on this success, Pep Boys expanded their partnership with Zeta’s Strategy and Analytics team to gain deeper insights into customer behavior, discover connections between products and sales, and uncover hidden opportunities in their data.