Super Cheap Auto Group selects SAP CRM and BI to drive strategic marketing and customer loyalty programs

SAP for Retail customer embarks on the next phase of SAP evolution

Queensland, AustraliaSAP and Extend Technologies today announced that the Super Cheap Auto Group (ASX:SUL) has selected new SAP Customer Relationship Management (CRM) and SAP Business Objects Business Intelligence (BI) software to help it deliver enhanced marketing programs across its retail brands, comprising Supercheap Auto, Boating Camping and Fishing, Campbell’s Protackle and Goldcross Cycles.

The company has selected SAP CRM Professional and SAP Campaign Management to integrate with its existing SAP for Retail ERP implementation, which has provided a business process platform to the organisation since 2002.

The Super Cheap Auto Group will introduce SAP NetWeaver Business Warehouse Accelerator to improve query and reporting performance in CRM, SAP Business Objects Explorer to support data exploration and analytics and SAP Real Estate Management across more than 350 retail stores and five distribution centres.

“Our business has achieved over 25% annual compound growth for the past 15 years. We’re now one of the largest retailers in the region with annual revenues in excess of AU$800million. The SAP platform has delivered significant value since its implementation in 2002 and is a critical component of our organisational success,” said Wayne McMahon, CIO, Super Cheap Auto Group Limited.

“CRM represents the latest stage in the evolution of SAP for the Super Cheap Auto Group. The business serves a diverse customer base via multiple retail brands in Australia and New Zealand. We see a great opportunity to develop niche marketing programs and targeted offers for our highly valued and loyal customer base. SAP CRM will deliver improved outcomes for our customers, which will naturally benefit the group.”

“During the last twelve months, we’ve worked hard on data sources to establish one version of the truth using SAP Master Data Management,” said McMahon. “SAP CRM and the related BI tools will provide our business an opportunity to turn data and information to our advantage. The project represents the next phase of value to be delivered by SAP.”

The SAP CRM solution is designed to provide insights that will support improvements to the loyalty program, club membership initiatives, point of sale, e-commerce strategies and direct marketing campaigns. It will empower the group by providing insights into the effectiveness of existing marketing programs as well as providing information that will help Super Cheap Auto Group achieve revenue uplift through increased basket size and more effective marketing and merchandising strategies.

“The game is changing for retailers who are increasingly building deeper direct relationships with their customers via loyalty programs and CRM systems,” said Andrew Powell, General Manager – Commercial, Extend Technologies Australia. “Advanced BI technologies provide retailers with the ability to analyse shopping basket trends and customer preferences in seconds instead of hours. Super Cheap Auto is consistently at the forefront in terms of leveraging SAP technology as a strategic enabler of growth and competitive advantage.”

The Super Cheap Auto Group has made a strategic commitment to the SAP platform working closely with Extend Technologies since 2002. Extend Technologies is one of four tier one information technology partners for the Super Cheap Auto Group.

“There is a trend in the retail sector towards the Business User, whereby decision makers at all levels within an organisation are provided with access to the information that enables them to make decisions that drive specific outcomes for customers and for the business,” said Merijn Helle, Business Development – Consumer Industries, SAP Australia. “The decision by the Super Cheap Auto Group to implement CRM combined with BI and advanced data analytics capabilities puts it at the forefront of this industry trend.”