Meineke

Meineke Uses The Yext Knowledge Engine to Fuel Easier and More Personal Customer Engagements for Franchisees

Centre d'entretien automobile Meineke
Clients Driven Brands

«The Yext Knowledge Engine allows us to make digital knowledge management scalable while affording us secondary benefits around social media management and online reviews reporting.»

Matt Labuda, Director of Digital Marketing, Driven Brands
900 Repair Shops
64 % d'augmentation du nombre de listings
407,000 descriptions mises à jour

To say that Meineke has grown since its inception would be an understatement. The brand began in 1972 as a single shop with a single product — mufflers — and has gone on to become a global network of 900+ locally-owned, full-service car repair shops. What sets it apart from the competition, and has helped it to expand so quickly, is the attention the company gives to customer experience. "The Meineke business really focuses on ensuring that we are able to provide convenient locations — and a full suite of services — and then make it really easy for customers to find and engage with those locations," says Matt Labuda, Director of Digital Marketing for Driven Brands, which owns Meineke.

Grâce à la recherche locale, l’entreprise a tout naturellement trouvé la proximité nécessaire à ses clients. « La place du téléphone portable dans notre entreprise ne fait qu’augmenter, explique M. Labuda. C’est pourquoi nous avons commencé à investir dans les nouvelles technologies, notamment pour permettre aux clients de nous trouver facilement grâce à leurs appareils mobiles. Par exemple, nous avons récemment lancé une nouvelle version de l’application mobile Meineke. Une grande partie des visiteurs utilisent leur portable pour accéder au site de Meineke.com. La refonte de l’application nous a ainsi permis de fournir aux clients le plus grand nombre possible de points d’engagement accessibles depuis leur téléphone. »

Meineke Improves Local Searches with Yext

According to Google, local searches are growing 50% faster than mobile searches overall, and for Meineke this spells a major need for accurate and consistent online digital knowledge. The company settled on Yext as the right solution.

"We are much more localized than we used to be," Labuda states. "Particularly from a digital perspective, we want to ensure that customers have a really convenient and personalized experience, so they find value in their business with us — and ultimately return. Yext plays a pivotal role in how we do that."

Meineke utilise Yext Listings pour gérer les informations publiques de sa marque. Grâce à Yext Knowledge Engine, des marques comme Meineke peuvent gérer les informations numériques de leurs employés, établissements et produits sur l’ensemble de leurs sites Web, applications mobiles, systèmes internes, ainsi que sur l’ensemble du réseau PowerListings®, soit plus d’une centaine de cartes, applications, moteurs de recherche, systèmes GPS et réseaux sociaux, tels que Google, Apple, Facebook, Bing et Yahoo.

"Yext was something I inherited when I arrived at Meineke," says Labuda. "But I knew of it prior to joining. I actually worked with Yext in a previous role, at a marketing agency in Cleveland. So I was happy to find out that we had an agreement with Yext to clean up and maintain listings."

In a one year period since launching with Yext Listings, Meineke saw its online presence improve exponentially. With over 45,000 live listings, the company increased its overall listings presence by 64%. 38,000+ addresses and 34,000+ phone numbers were corrected, and Labuda has also added 446,000+ photos and updated 407,000+ business descriptions. Yext created ~17,000 listings which generated 23% incremental impressions volume for Meineke locations which previously did not exist.

Meineke Personalizes Interactions Between Customers and Local Franchise Shops

Meineke utilise principalement Yext au niveau de l’entreprise pour faciliter le travail des franchisés. Ses clients peuvent ainsi profiter de donnée en temps réel à la fois claires et cohérentes d’un listing à l’autre, tout en trouvant l’établissement qui leur convient au moment de leur recherche. Yext est à l’origine de la création et de la gestion de toutes les pages Facebook locales de la marque. À cela s’ajoute la fusion et la suppression de toutes les pages doublons, ainsi que l’ajout d’un lien vers le site de la marque sur chaque page pour faciliter la recherche graphique native. Les données spécifiques à chaque boutique sont ensuite synchronisées sur les pages correspondantes et des restrictions sont instaurées pour limiter le contenu généré par les utilisateurs. Yext surveille également l’activité de chaque page : publications, commentaires, mentions « J’aime » ou « Était à cet endroit », ainsi que les personnes qui en parlent.

While Yext monitors ratings and reviews by location for Meineke, Meineke does give franchisees the option to handle their own reviews. "The one capacity where franchisees do engage directly with Yext is through review notifications," explains Labuda. "We always tell franchisees that if they want to be notified when a review is left — both positive and negative — for one of their location pages, we have the ability to set that up through Yext."

Looking forward, Labuda seeks to personalize interactions between customers and local shops. "We used to look at everything from a national level," he says. "Now as a business we are much more localized. Whether it’s through promotions or how we buy TV, we’re becoming more granular in how we approach our customers and potential customers. While still keeping it simple for consumers, we want them to understand that each franchised location has its own footprint in our business. Yext has been an important early step in achieving that."