IDENTICA has influenced the development of the crash repair industry in Europe and has, at the same time, set standards. The company’s hallmark is excellent service quality together with an outstanding product range.
 
After ten years, the Spies Hecker bodyshop network, IDENTICA, is well positioned in the European car repair market. Today, more than 150 partner companies are part of the bodywork and paintwork professionals’ network. The network has made an impact. “Whether in Germany, Austria, Spain or Portugal, IDENTICA stands for professional crash repairs and vehicle maintenance around the world,” says Sascha Kluck, manager of the customer loyalty programme at paint manufacturer Spies Hecker.
 
Looking back, it is clear that IDENTICA has set new standards in many markets and has achieved success over the past decade. Back in 1999, guarantees on bodywork or paintwork, electronic job quotes and a comprehensive service range including a collection and delivery service were pioneering ideas. Now they are considered normal features of good customer service throughout the entire market.
“In addition, IDENTICA benefited from a standardised image. Another benchmark we have set,” Sascha Kluck comments. From the beginning of the network in 1999, the initiators in Germany focused on aggressive advertising strategies, clear facade design and enhanced customer service.
“We are unique in the market“, asserts Karsten Stöcker, manager of IDENTICA Germany. “Our network is now firmly established in the German car repair sector. We can offer body shops and paint shops a future in a market faced with mounting competition.” In Germany today, network members are recognised partners of leasing companies, fleet managers as well as insurance companies and claims handlers.
 
Europe has embraced IDENTICA
From Germany, the concept of IDENTICA was gradually embraced in other countries. Spain and Portugal were on board right from the start and in 2001, IDENTICA started operating in Austria.
The Spies Hecker network raised the bar when it came to marketing activities. The first international cinema advertisement was created six years ago, followed by radio advertising and poster campaigns. The IDENTICA official strategy is “We develop professional marketing strategies to establish network companies as partners of insurance companies, fleet managers and claims handlers”.
Pan-European success is proof that the IDENTICA concept is right on track. IDENTICA has shown over the past ten years that body shops and paint shops can achieve more in the car repair market as part of the network rather than outside it. The secret is the right mix of targeted support from the network and entrepreneurial decision-making by individual company owners. “We always work in close cooperation with our partners, supplying reliable support, information and advice where needed. In this way, we can keep the companies competitive in all situations,” explains Miguel Egido, manager of IDENTICA Spain.
 
One-stop full-service system
Whether it is solid marketing strategies, targeted technical solutions or business know-how, the IDENTICA network headquarters is constantly closely tuned into the market and to its partners’ needs.
Antonio Monsanto, manager of IDENTICA Portugal, agrees: “The full service system streamlines the workload for the body shops and paint shops. We have ready-made solutions available, which save time and effort.” In addition, experts in each country offer individual advice to partners for optimising their processes, structures and services. The objective is to support the IDENTICA companies by way of efficient management and genuine solutions for increased profitability so that they can sustain their competitive edge into the future.
 
A strong partnership
Of course, individual company owners also actively contribute to expanding the network. The success of IDENTICA is based on close, trusting partnerships. As Peter Kalina, manager of IDENTICA Austria explains: “The mutual exchange of ideas is a top priority for us. We are convinced that the only way we can further develop the IDENTICA network, continue to grow consistently and establish ourselves even more prominently in the market is by working together. This will ensure that IDENTICA continues to be synonymous with high customer satisfaction.”
 
How Spies Hecker’s network  has developed through the years.
1999 End of test phase and start of operations in Spain, Portugal and Germany
2001 Launch of IDENTICA Austria
2003 First international cinema ad
2004 Introduction of the IDENTICA guarantee
2005 The network reaches more than 100 partner companies
2007 Start of radio advertising campaign in Germany
2008 First large-scale poster campaign