The Business
Finding the right tires for your car shouldn’t feel like driving in circles. That’s why PneuStore is on a mission to guide customers to the right tire for their vehicle while providing the best possible experience.
Founded in 2006, Cantu Inc is known for offering an extensive tire selection to support a variety of vehicle types, driving conditions and budgets. Today, PneuStore is the largest B2C tire e-commerce in Brazil and the online store for Cantu Inc, a holding that serves a diverse range of customers and business, from everyday drivers needing reliable tire replacements to performance enthusiasts seeking top-tier options.
The Challenge
PneuStore aims to offer expert guidance to customers. The company wants every customer to find the perfect tire through an intuitive online experience backed by personalized recommendations and proficient support. PneuStore needed new omnichannel marketing solutions to enhance engagement and better personalize promotions to achieve its growth goals. They looked for a solution with strong retail experience to help address key industry challenges like increasing competition, growing complexity, and improving customer loyalty.
The Solution
To transform the company’s omnichannel engagement strategy, PneuStore partnered with SAP Emarsys and Sinch to deploy an AI-driven marketing automation solution and launch seamless communications with customers, primarily through SMS messaging.
“The integration between SAP Emarsys and Sinch enables businesses to seamlessly manage and coordinate multiple communication channels - such as SMS, WhatsApp, and e-mail within a single platform.”
Understanding customer preferences with AI-powered insights
PneuStore uses SAP Emarsys’s Artificial Intelligence and Sinch’s real-time communication channels to create highly personalized and relevant customer experiences by combining predictive analytics with omnichannel engagement. The company can dynamically adjust its communication strategies based on customer behaviors and preferences. For example, PneuStore has developed tire size journeys and channel preferences to engage with customers in ways they prefer. PneuStore is also focusing on campaigns to re-engage inactive customers.
Continuous learning algorithms in SAP Emarsys analyze customer behavior preferences and trends to refine personalization and optimize engagement strategies. This allows the PneuStore marketing team to target their audiences effectively with timely and relevant content.
API integrations between Emarsys and Sinch ensure instant updates for more accurate targeting and the usage of all collected customer data, avoiding ‘dark data’ that can’t be activated. PneuStore uses this customer data to build AI-driven segmentation to better target customers based on previous purchases and interactions.
Powering reliable communications at scale
The integrated solution of SAP Emarsys and Sinch provides PneuStore with scalable, automated, and data-driven customer engagement based on segmentation and attribution. Now, the company can rapidly scale its communications without increasing complexity. PneuStore benefits from consistent, personalized customer engagement across all touchpoints, including SMS, WhatsApp, e-mail, and push notifications. Sinch’s high-availability cloud infrastructure ensures seamless message delivery, even during peak times, such as running specials for Black Friday and other holidays.
Creating omnichannel campaigns with unified customer data
With SAP Emarsys, the PneuStore marketing team saw significant efficiency gains by centralizing customer engagement into a single platform. Plus, the team can trust that the campaigns are running effectively across all their engagement channels so that they can focus on other business-critical activities.
Currently, PneuStore operates with 31 active customer journeys, including:
- Repurchase Campaigns
- First-Time Buyers Campaigns
- Abandon Cart Campaigns
- Welcome and Upsell Campaigns
The Impact
SAP Emarsys and Sinch empower PneuStore to streamline operations, reduce manual efforts, and drive better customer engagement. Through centralized omnichannel communication and real-time customer insights, PneuStore has improved customer engagement year over year and seen a 10% increase in repeat purchases of durable goods. Today, 12% of the company’s total revenue comes from CRM.
PneuStore is also attracting and converting more customers. Since working with SAP Emarsys and Sinch, their customer base has grown by 92%.
“Companies looking to enhance their communication strategies with integrated solutions offered by SAP Emarsys and Sinch should prioritize omnichannel consistency. Use the power of AI and automation for improved personalization and customer-centric messaging. This helps you avoid generic mass messaging that often has low conversion rates. Measure, analyze, and iterate."
As consumer expectations shift toward instant and hyper-personalized interactions, SAP Emarsys and Sinch are helping PneuStore stay ahead of trends. Cantu Pneus is prepared to grow with the rise of AI, automation, and conversational marketing.