ACDelco Drives Business to Independent Service Centers with MechanicNet Promotion

GRAND BLANC, MICH. April 24, 2006; For several years, ACDelco has teamed with MechanicNet Group to help Independent Service Centers (ISCs) enrolled in ACDelco’s Total Service Support (TSS) program grow their businesses and improve their customer retention systems (CRS). Now, ACDelco wants all of its TSS accounts to sample the benefits of the MechanicNet CRS – and bring in customers with an upcoming ACDelco consumer promotion.

For a limited time, ACDelco will fund mailings to 250 targeted customers of each ISC to promote ACDelco’s “Brake Bucks” rebate promotion to any TSS account that signs up for the MechanicNet trial.

ACDelco’s “Brake Bucks” promotion will reward the top-selling accounts a chance to win a trip to the Bob Bondurant School of High Performance Driving in Phoenix, Ariz. In addition, consumers who purchase qualifying DuraStop ® brake pads, shoes or loaded calipers and have them installed at a participating ISC from June 1 through July 31 will qualify for a rebate of $10 per axle, with a maximum of $20 per vehicle.

“This is a great opportunity for TSS accounts to grow their business, especially during our ‘Brake Bucks’ promotion,” said ACDelco Marketing Director Nancy McLean. “MechanicNet enhances overall customer communications and can help generate increased business year round. If our TSS accounts aren’t yet familiar with MechanicNet’s features and benefits, this promotion is a great opportunity to give it a try.”

MechanicNet CRS has the ability to integrate with over 120 shop management systems to retrieve repair order information and a nalyze consumers’ vehicle service history. This helps to best identify which consumers within a shop’s database are most likely to require brake and other services.

During the promotional period, MechanicNet will professionally produce and mail four-color, personalized postcards to these target customers. According to MechanicNet, market tests show targeted promotion mailings have delivered response rates 20 times better than traditional direct mail – and bring in commensurate revenue.

ACDelco TSS accounts must enroll in MechanicNet by May 12 in order to receive 250 postcards at no additional charge for the May 25 mailing; the postcard promotion is open only to U.S. accounts. Current TSS members can enroll in MechanicNet by logging on to acdelcotechconnect.com, then clicking on the postcard icon for qualification requirements.

“I have been a MechanicNet user for the past two years and not only do I feel it has increased my business but it also makes my customers feel more important knowing I am tracking their service and maintenance,” said Mark Hyde, owner, Hyde Automotive Service, Oklahoma City, OK.

In addition to identifying the most probable brake service candidates, MechanicNet manages follow-up correspondence via both e-mails and postcards, which contain a personalized message as well as special money-saving offers and coupons from the service center. And, MechanicNet’s software also tracks the revenues produced by each postcard mailed.

“MechanicNet is just one more electronic tool ACDelco offers Independent Service Centers (ISCs) that participate in our TSS program,” McLean said. “More and more service centers are incorporating these industry-leading e-business tools — such as ACDelco’s Web Integrated Service Enhancement (WISE) and WISE Internet Parts (WIP) systems — into their overall shop management, and with positive results.”