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The Favre Auto House Part 3: Gas Price Alerts

01.04.2014 (Till Bannwart/ASPSMS)

Besol was founded in 1953 as a Swiss Shopping Community for petroleum products.

In 1967, Albert Favre, the father of today's managing director René Favre bought into the Besol Shopping Community with his Favre Gas Station.

Today, the Besol Gas Station generates a non-negligible margin contribution to The Favre Auto House.

Discovery

As a member of the Besol Shopping Community The Favre Auto House is always informed in advance of gasoline price adjustments.

René Favre had discovered the strange urge to himself, trying to fill up just quickly before an upcoming petrol price increase. On the other hand to wait refueling, if he knew that a gasoline price cut would be imminent and refill as soon as the price change had an impact at the pump.

The Experiment

SMSBLASTER web edition

To communicate with his customers, CEO René Favre uses the SMSBLASTER web edition. He can comfortably send text messages without the need to download and install any software. He only needs a web browser. The address book entries and text message logs are in the cloud and he can therefore use the SMSBLASTER web edition at the office, at home or while travelling and has access to the contacts anytime.

The consistently good experience with the use of text messages has encouraged CEO René Favre to venture a little experiment. The majority of its customer base has allowed by opt-in to be contacted by text messages from time to time.

Whenever now a significant gas price jump upwards or downwards was announced, René Favre sat down at the SMSBLASTER web edition and sent text messages to its customers according to the following pattern:

Petrol price increase

SMS-OUT: Warning: Petrol price increase January 22nd! Fill your tank with us today for only CHF 1.67/L - The Favre Auto House 0580000000

Petrol price cut

SMS-OUT: Hurray, petrol price cut on May 15th! Take today and tomorrow economically and fill up with us, tomorrow - The Favre Auto House 0580000000

The Conclusion

After an announcement of a gasoline price cut the number of refuelings was in each case higher than usual during the first days after the price reduction.

Always, however, when a significant gasoline price increase was announced, René Favre could not believe his eyes: during the remaining days, automobilists were standing in queue to refill at the gas station! It even went so far that once The Besol Gas Station completely ran out of petrol.

Mobile Marketing on a large scale

As a committed member René Favre wanted to share his knowledge with The Besol Shopping Community.

An IT project for sending text messages was designed and implemented into the CRM system of the Shopping Community. Today, every Besol Gas Station has the ability to do mobile marketing by text messages.

The Success

Many Besol Gas Station operators nowadays collect the mobile numbers of their customers, do promotional broadcasts and send text messages to inform about whatever makes sense. But the big seller is and remains the Gas Price Alert: every year hundreds of thousands text messages.

The Besol Shopping Community rewarded René Favre's idea. As an ASPSMS affiliate he personally earns a 10 percent cut on every text message sent using the Besol CRM.

Considering the respectable number of sent text messages, René Favre experiment is now rewarded monthly with more than just pocket money.

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