CASE STUDY
Feu Vert goes fully omnichannel with Brevo
Here’s how the team turned multi-entity complexity into marketing-driven omnichannel orchestration.
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Feu Vert at a glance
Europe's leading automotive service network, Feu Vert, operates a hybrid model — service centres & workshops, unified e-commerce, and integrated customer service — with 40% of French centres run by franchisees.- +450 service centres
- €935M in revenue in 2025
- 6,200 centres across 3 countries (France, Spain, Portugal)
- 100M communications per year
The challenge: a complex customer relationship in a fragmented tech stack
Before Brevo, Feu Vert’s marketing team faced two structural roadblocks.
- Heavy manual processes. To create or edit a segment, the team had to write SQL. To adjust a template, they had to edit the CRM platform's HTML directly. The result: every iteration was technical, and marketing couldn't move independently.
- Siloed data. The data existed — transactions, vehicles, centres, quotes — but it was scattered across systems that didn’t talk to each other. Scaling personalisation or automating journeys was out of reach.
The goal wasn’t to add more channels. It was to make data actionable — and the experience consistent.
The turning point: making a complex business model actionable for marketing
Automotive retail doesn’t fit a flat "1 contact = 1 row" model. A Feu Vert customer may own multiple vehicles, visit multiple centres, and have quotes pending on different services, all at the same time.
Brevo made it possible to model this reality using Custom Objects: entities linked to the contact (vehicle, service centre, quote, contract) that enable cross-criteria segmentation without a single line of code.
A concrete example: target customers who own a vehicle over 5 years old, haven’t visited a centre in over a year, and have a pending quote.
This "zero SQL" approach was the turning point: The data structure was built once to reflect the business — then handed directly to marketing. No IT involvement needed.
The solution: an All-in-One Customer Platform
Tailored engagement journeys
Feu Vert structured its entire CRM engagement around customer life moments, using contextual triggers rather than calendar-based campaigns. Among the scenarios deployed:- Account creation → Welcome email
- Brake service quote → Follow-up with 10% discount voucher
- Purchase → Satisfaction survey
- myFeuVert membership → Welcome + benefits overview + first free diagnostic
- Last service → 1 year ago → Alert + tips
Personalised communication across every channel
Every contact receives the right message, at the right time, on the right channel: email, SMS, direct mail, and Wallet (Apple Wallet / Google Wallet). The myFeuVert card integrated into Wallet lets members identify themselves at checkout and receive brand campaigns via push notification. Emails combine transactional and marketing: vehicle service reminders triggered by mileage, commercial newsletters, personalised offers based on the customer profile and their centre history.
Smart quote follow-up
One of the most powerful use cases: conditional quote re-engagement. The scenario triggers two days after an unvalidated quote is created, via an API call. Based on the quote status and the customer’s historical engagement with their centre, two branches activate:- Standard follow-up: service reminder without a discount for customers likely to convert without an incentive
- Boosted follow-up: 10% trigger offer with a unique code for customers less likely to convert without an incentive
A centralised loyalty engine
Brevo enabled a complete overhaul of Feu Vert's relationship and loyalty programme, built around a centralised Voucher Factory that:- Generates reusable, trackable, and unique vouchers and coupons
- Controls generosity: what’s the minimum incentive that drives in-store return without eroding margins?
- Distributes via email, SMS, or Wallet based on customer context
Segments tested: single buyers, inactive for over 12 months, non-omnichannel customers.
360° customer view: no more fighting for data
For every contact, the full history is accessible directly in Brevo: marketing campaigns received, transactional emails, satisfaction survey responses, and web journey. All visible in the agent view — no SQL export needed.Marketing teams can now understand why a customer did (or didn't) receive an offer — without opening an IT ticket. Direct, instant, and complete visibility into every customer journey.
Results
x2 revenue
for customers exposed to journeys vs control group
x2 conversion
for customers exposed to journeys vs control group
+100 templates
integrated & validated
Support
End-to-end Professional Services support
The transformation was supported end-to-end by the Brevo Professional Services team, including:- Embedded Brevo agency: direct access to experts, no middleman
- Dedicated CSM: project tracking, performance reviews, initiative prioritisation
- Go-live support: configuration audit and phased migration plan
- HTML integration: technical handling of templates for pixel-perfect rendering across email clients (Outlook, Gmail, etc.)
- Multi-country governance: streamlined rollout across Spain and Portugal, with shared best practices and consistent performance benchmarking
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