Digital Rocket, an advertising company, is now using multiple customer acquisition tactics through its new offering, OILCHG.

OILCHG lets select Precision Tune Auto Care service centers offer customers mobile coupons through multiple channels such as store-level Web sites, OILCHG.com and a call-to-action by texting keywords to the short code "OILCHG" (645244). This enables the stores to build up their opt-in database of subscribers via the OILCHG "V.I.P." loyalty program, where subscribers can receive ongoing service coupons.

"We believe that the car service industry is on the brink of a big transformation caused by a unique blend of economic, demographic and psychographic changes," said Bob Jump, president at Digital Rocket, Medina, OH.

"This transformation creates an opportunity for OILCHG to take a leadership position as a better way for car repair shops and their customers to communicate," he said. "Our short code is 645244; it spells OILCHG.

"When people need car service, we want them to think of that."

Digital Rocket is a customer relationship management company that specializes in customer acquisition and retention tactics for car repair and service stations. OILCHG is a recent offering from Digital Rocket that is available in service centers in California, Georgia, Michigan, Minnesota, Oklahoma and Texas.

Via the OILCHG Web portal, participating centers can create, store and track coupon offers.

Coupon offers can also be modified in real-time and become immediately available to the public.

Since OILCHG coupons are not static like traditional coupons, stores can modify coupon offers to bring in more business on slower days or to even out weather-related dips in business. OILCHG coupons also feature "today only" specials for stores who are in need of immediate results.

Digital Rocket claims that SMS and car repair go hand-in-hand in this day and age.

"OILCHG provides car service centers with a much needed pathway to reducing their marketing budgets, reducing their dependence on print and yet still providing a one-to-one communication channel (personalization that their customers have grown to expect)," Mr. Jump said.

"Of course, OILCHG coupons appeal to cash-strapped consumers just at the right time, too," he said. "People love coupons right now."

Mr. Jump also credits SMS as an effective channel in this industry by saying that the largest demographic shift going on right now is the aging of America.

As baby-boomers retire, they drive less and have less money to spend, which means that the costly decisions that concern car service are in the hands of the younger people. SMS appeals to this new demographic much more.

The auto industry is also undergoing changes due to the public's awareness of environmental issues.

The industry is experiencing pressure from educated and concerned consumers, the media and the government to shape up and go green.

"By working with OILCHG, that green talk gets strengthened by having (another) measurable and tangible way of 'walking the green walk'," Mr. Jump said. "As a general rule, for every opt-in mobile subscriber, the industry saves four mailings per year.

"Those paper and energy savings get big quickly when just a few organizations make the commitment to do it," he said.