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Customer project

Product Registration and Warranty Extension
as Direct End-Customer Access

Digital product registration creates direct, privacy-compliant access to professional end customers without undermining the indirect sales channel through trade partners.
Warranty extension, secure file sharing, CRM data building and Marketing Automation combine into a platform for long-term customer development and targeted follow-up communication.

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Business Activity

The manufacturer develops and sells professional power tools and accessories for the trade, construction, industry and demanding private users. Distribution is primarily through trade partners, which means the manufacturer has only limited direct access to professional end customers during the regular sales process.

“With digital product registration and warranty extension, we create a direct, privacy-compliant touchpoint with our end customers. Particularly valuable for us is that purchase receipts and serial numbers can be uploaded securely, verified automatically and warranty certificates made available immediately. At the same time, we build a qualified data foundation that allows us to communicate more relevantly with customers in the future and to develop them more effectively in partnership with our trade channel.”

Head of Digital Marketing

The Project in Detail

Application

A digital process for product registration and warranty extension was implemented for the power tool manufacturer. The goal was to connect the indirect sales channel through trade partners with a direct digital touchpoint to the end customer.

If an end customer registers their purchased device on the manufacturer's website within four weeks of purchase, they can apply for a warranty extension. Via a web form integrated into the corporate website through the Marketing Automation solution, they enter their contact details and subsequently receive a privacy-compliant confirmation by permission email.

After registration, the end customer first receives a permission email containing a button linked to a landing page. Through this route, the customer then uploads the required proof: a photo of the purchase receipt and a photo of the serial number. In parallel with the registration, a secure data room is automatically created in the integrated file sharing solution. The documents are read and verified by AI, and a warranty certificate is then generated automatically and made available for download via an email link.

Starting point

The power tool manufacturer sells its products primarily through specialist trade partners. As a result, the moment of purchase rarely generates a direct customer relationship between the manufacturer and the professional end customer. For marketing, service, product communication and cross- or upselling, this meant there was no structured, privacy-compliant access to the actual device users.

At the same time, warranty extensions needed to be processed in a traceable and audit-proof manner. Purchase receipt, serial number, registration date and customer data had to be clearly linked together, without sensitive documents being transmitted insecurely by email or managed manually.

Typical challenges included:

  • No direct contact with the professional end customer
  • Heavy dependence on the trade channel for customer access
  • Manual or fragmented processing of warranty requests
  • Insecure or unstructured submission of purchase receipts and serial numbers
  • High verification effort for receipts, serial numbers and registration deadlines
  • No foundation for qualified follow-up communication
  • Limited scope for cross- and upselling campaigns
  • Low visibility into purchased products, user profiles and growth potential
Solution

An integrated process based on Marketing Automation, CRM and a file sharing solution was implemented for the manufacturer. Marketing Automation controls registration, permission, email communication and landing pages. The CRM handles structured customer data management and further processing. The file sharing solution provides the secure data room for uploads and downloads.

The core solution components:

  • Product registration via a form on the manufacturer's website
  • Capture of complete contact details and product-related information
  • Automated permission email for privacy-compliant confirmation
  • Automatic creation of an individual data room in parallel with registration
  • Personalised landing page for uploading the purchase receipt and serial number
  • Secure upload of proof documents via a protected link
  • Automated reading and verification of documents using AI
  • Verification of purchase date, serial number and registration deadline
  • Automatic generation of a warranty certificate
  • Delivery of the certificate via email link for download from the data room
  • Transfer of relevant data into CRM and Marketing Automation
  • Subsequent qualification, product and service campaigns
  • Integration of the trade channel into pull-marketing initiatives

The file sharing integration closes a typical process gap in form-based Marketing Automation workflows: data is captured in the form while files are processed securely and in a structured way within an individual data room.

Benefits

With digital product registration, the manufacturer gains direct, privacy-compliant access to end customers without bypassing the indirect sales channel through the trade. The warranty extension becomes an attractive added value for the customer and, at the same time, a qualified entry point into a long-term manufacturer relationship.

  • Direct access to professional end customers despite an indirect sales model
  • Attractive added value through digital warranty extension
  • Structured capture of contact, product and purchase data
  • Privacy-compliant permission as the foundation for further communication
  • Secure upload of purchase receipt and serial number
  • Less manual verification and rework through AI-assisted document reading
  • Automatic generation and delivery of warranty certificates
  • Higher data quality in the CRM
  • Qualified foundation for product, service and accessories campaigns
  • Targeted cross- and upselling communication in partnership with the trade
  • Strengthening the specialist trade through pull-marketing initiatives
Business Impact

The solution delivers operational, economic and sales improvements for the power tool manufacturer:

0-0%Less manual effort for registration, proof verification and certificate delivery
0-0%Faster processing of warranty extensions through automated upload, verification and document workflows
Further benefits
Significantly lower error rate through structured form capture and automated document verification
Higher data quality through direct capture of complete contact, product and purchase data
Significantly fewer insecure file transfers by email
Higher permission rate driven by the clear customer benefit of the warranty extension
Building a qualified end-customer base despite an indirect sales model
Additional revenue potential through accessories, service, replacement device and product campaigns
Stronger activation of the trade channel through targeted pull-marketing communication

The economic impact arises not only from efficiency gains in processing warranty extensions. What is decisive above all is the establishment of a direct, permission-based end-customer relationship. A purely administrative warranty process becomes a data-driven entry point into qualified customer communication, product advisory and sales-supporting cross- and upselling.

Strategic Value

With this solution, the manufacturer creates a scalable, direct channel to professional end customers without weakening the role of the trade. The warranty extension becomes the digital anchor point for data capture, permission building and long-term customer development.

The particular strategic value lies in the combination of service added value, secure file sharing, CRM data building and Marketing Automation. This creates a platform through which the manufacturer can better understand customers, communicate more precisely and guide them back into the trade via pull-marketing initiatives.

Business Impact

The solution delivers operational, economic and sales improvements for the power tool manufacturer:

0-0%Less manual effort for registration, proof verification and certificate delivery
0-0%Faster processing of warranty extensions through automated upload, verification and document workflows
Further benefits
Significantly lower error rate through structured form capture and automated document verification
Higher data quality through direct capture of complete contact, product and purchase data
Significantly fewer insecure file transfers by email
Higher permission rate driven by the clear customer benefit of the warranty extension
Building a qualified end-customer base despite an indirect sales model
Additional revenue potential through accessories, service, replacement device and product campaigns
Stronger activation of the trade channel through targeted pull-marketing communication

The economic impact arises not only from efficiency gains in processing warranty extensions. What is decisive above all is the establishment of a direct, permission-based end-customer relationship. A purely administrative warranty process becomes a data-driven entry point into qualified customer communication, product advisory and sales-supporting cross- and upselling.

Strategic Value

With this solution, the manufacturer creates a scalable, direct channel to professional end customers without weakening the role of the trade. The warranty extension becomes the digital anchor point for data capture, permission building and long-term customer development.

The particular strategic value lies in the combination of service added value, secure file sharing, CRM data building and Marketing Automation. This creates a platform through which the manufacturer can better understand customers, communicate more precisely and guide them back into the trade via pull-marketing initiatives.