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The company

Einhell Germany AG is a leading global player in the market for battery-powered tools and garden equipment. Since its founding in 1964, Einhell has evolved into an international group with over 2,700 employees worldwide. With nearly 50 subsidiaries, the group is already active in more than 100 countries.

The challenges

The company uses multiple Google services, including Google Ads and Google Tag Manager, across 41 of their websites and online shops. They need to ensure that cookie consent with these services and on these digital properties is and remains GDPR-compliant. 

To continue to use the Google suite to its full extent, they need a Google-certified consent management platform to keep their digital properties compliant. They chose market-leading Usercentrics Consent Management Platform (CMP).

What were the key priorities and goals for this project? 

The Einhell team is always aware of regulations and evolving requirements, however, they also have business-centric privacy needs to meet, and goals for user experience.

GDPR compliance

All digital properties must meet GDPR requirements, as well as those of any other relevant regulations or frameworks, for user consent and data security to reduce legal risks and build trust with customers.

Google Ads

Continuing to use Google Ads and maintain full access to features and collecting high quality web analytics data.

Giving users choice

Einhell is committed to being transparent about how they’re accessing and using customers’ data, while providing customers with a user-friendly experience and clear choices about that processing.

Privacy rights 

Respecting users’ privacy rights now and in the future helps build customers’ trust, encourage long-term customer relationships, and protects the company’s brand reputation.

Thinking globally

Operating around the world, Einhell needs to ensure privacy compliance with local, EU, and potentially international privacy laws and guidelines, both business and regulatory, including the GDPR and Google’s requirements regarding use of Google Consent Mode.

Sebastian Höbler, Project Manager Websites at Einhell Germany AG, explains, “At Einhell, all locations are treated the same way with regards to cookie consent management, regardless of whether they are at the headquarters in Germany or subsidiaries inside or outside the EU. If more local requirements must be fulfilled, this will be done with Usercentrics.”

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Why Einhell chose Usercentrics

Several compelling reasons brought Einhell to work with Usercentrics to improve the user consent experience on their digital platforms. One of the primary reasons was because the company provides a German-made solution.

Höbler noted, “Einhell did not want to use a tool from the USA or another non-EU country where the GDPR guidelines have no relevance. The fact that Usercentrics’s cookie consent solution is made in Germany is very important for us.”

From a technical point of view, another factor was that Einhell wanted one system for the CMP that included Google Consent Mode and that would cover all their websites and online shops.

They also liked Usercentrics CMP’s bulk editing feature, which simplified scalability for the CMP configurations for their websites and online shops.

Finally, they chose Usercentrics as it’s recognized as a market leading consent management platform, which enables ongoing privacy compliance as regulations and web technologies evolve, giving Einhell peace of mind.

Results that we achieved

Einhell started onboarding Usercentrics in 2021, and the implementation was swift. The CMP was customized to Einhell’s design with ease and integrated across their 41 websites and online shops.

Consent Mode v2 is activated in the Usercentrics CMP to push the new Google consent types into the data layer of all digital assets, enabling Google Ads to grab this information. Running Google Tag Manager in parallel, Einhell is also using Usercentrics consent status attributes to control the firing of third-party services.

Full customization functionality

While there are predefined options, Usercentrics’s versatile CMP has enabled Einhell to customize diverse elements, such as the privacy wall and cross-domain consent sharing. This is important for websites with shopping functionality, as the checkout step is outsourced to a subdomain.

Favorite features

The setup and scalability of Einhell’s master configuration can easily be transferred to new domains using the bulk editing feature, saving the team time and resources. 

The huge number of predefined Data Processing Services (DPS) available in the database means it’s easy to plug and play without being bogged down by time-consuming configurations or updates.

The consistent and professional design across all 41 sites has improved the overall user experience, positively impacting consent rates, reputation, and brand trust.

How did we do? A final word from our valued client 

Höbler summed up, “In Usercentrics, Einhell has found the perfect partner to provide simple, international cookie compliance with a well designed, user-friendly platform that simplifies maintenance, combined with excellent support.”

Reflecting on the partnership, he noted how helpful the Usercentrics’s team is, and the data transparency that Usercentrics CMP has brought provides Einhell with numerous benefits, including building and maintaining trust with their customers, and protecting Einhell’s overall brand reputation.

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Summary

Challenges: 

Goals: 

Results:

The company

A growing and evolving mobility platform, Free2move’s services comprise car-sharing, car subscriptions, parking spaces and long-term car rental. 

This dynamic Paris-based company, active in over 170 countries, recently acquired SHARE NOW, hugely expanding its mobility services. 

Their app enables users to access, book, and unlock its fleet of 10,000 cars across Europe. As such, it’s imperative that it’s safe, secure, and data compliant.

When Free2move needed to improve their users’ experience with managing consent on their app, they chose Usercentrics CMP to provide a trusted, seamless, and compliant solution.

What were the key priorities and goals for this project?

Free2move is always looking to improve customer experience while maintaining reliable privacy compliance. The team had clear needs and requirements for their consent solution.

Finding a way to better manage their customers’ consent online was the focus of the project.

Prioritizing privacy

They prioritize the security of the data customers share with them, so respecting customer privacy is crucial. 

Maintaining transparency

They want to gain their users’ trust by being transparent about third-party services on their website and apps.

Seamless user experience

A frictionless and easy user experience across platforms is important.

Achieving and maintaining compliance

Operating across Europe — the company’s core market— and the US, they need to ensure compliance with both EU and US privacy regulations and requirements, including the GDPR, CCPA, and Google Consent Mode.

Christoph Schnur of Free2move explains, “It is important to comply with the regulations to avoid fines that can arise from not meeting data privacy requirements, such as collecting user data without consent.”

Why Free2move chose Usercentrics 

There were four main reasons why Free2move decided to work with Usercentrics on their project to improve the user consent experience on their digital platforms.

Christoph says, “Usercentrics is an advanced and market-leading product. Features like the App SDK are important for our mobile apps.”

Another factor was our easy implementation process. That minimized disruption for the Free2move team as well as their users. 

Then there’s Usercentrics’ flexibility and ease of management. Our predefined data processing services simplify things. But being able to customize the product when you choose is empowering for the team and ensures it’s tailored to Free2move’s brand.

Finally, being able to track consent rates using our analytics provides valuable insights to help Free2move deploy informed decision-making.

What we achieved

The Free2move team quickly realized benefits to Usercentrics CMP. Here’s what they found with their cross-platform rollout.

Cross-platform synchronicity 

The overall aim of this project was to manage consent in Free2move’s hybrid app. By implementing the Usercentrics Webview Continuity feature, the user only needs to provide consent once and those settings are shared seamlessly between native app and web. This makes it a quick and simple process for users.

Ease of use

The Free2move team found our Consent Management Platform (CMP) extremely simple and intuitive to use. Our CMP enables streamlining privacy processes and improving efficiency.

Smooth implementation

Across both web and mobile app platforms, code implementation was frictionless and worked consistently. With only a few lines of code, setup and installation are fast.

Flexibility and adaptability

While there are predefined options, our versatile CMP enables users to customize elements to fit their brand. Tailor the consent banner to your brand’s look and messaging tone. This builds trust with your users, too.

Expert support

Fast, reliable support from Usercentrics experts means less downtime and a quicker implementation process. Our dedicated Customer Support Executives and Support team are here to help and to resolve your issues quickly.

How did we do? A final word from our valued client

“With Usercentrics CMP we found a scalable solution to manage consent in one place across our website and mobile apps,” Christoph Schnur, Senior Digital Analytics Manager, Free2move.

Reflecting on the project, Christoph expressed his great satisfaction with both the product and the support he received from our expert team.

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Summary

Carglass® GmbH is in the automotive industry, specializing in automotive glass repair and replacement. Their headquarters are in Cologne, and they are part of the global Belron Group, which operates in 34 countries. Carglass® has over 2000 employees, 370 service centers and 240 mobile units around Germany.

A Usercentrics customer since 2020, Carglass® migrated from the Usercentrics Consent Management Platform (CMP) v1 to v2 in 2021. GDPR compliance is important to them as a German company, particularly as their website sees ever-increasing use, e.g. for appointment bookings. They use the CMP on 14 domains and subdomains.

Challenge

In addition to complying with the GDPR and other relevant data privacy regulations, the Carglass® web properties need to provide customers with great user experience and demonstrate data use transparency. To ensure that and always be improving on it, the team needs to be able to optimize the user interface, which requires being able to understand users’ behavior on the sites.

Goals

Easy implementation and comprehensive functionality

Get the CMP installed and up and running as quickly and easily as possible to enable optimization and be able to maintain it without a lot of resource requirements.

Flexible and user-friendly configuration

Ensure that multiple staff can implement and customize the CMP via the Admin Interface and optimize using the Interaction Analytics.

Strong support

Solid collaboration between Account Management and Support, high responsiveness and solutions that solve customer issues quickly.

“Our personal Customer Success Manager ensures quick response times and every time a service we want to use isn’t already part of the DPS list, just a quick connect between Usercentrics and the service provider is necessary and Usercentrics adds the service.”

Peace of mind with regulatory compliance

Ensure clear and user-friendly consent communication with users, secure management of their data and enable GDPR compliance.

Making It Work Together

Well supported

Talena Bierschenk, Digital Analyst with Carglass®, commented that “We’ve been quite happy with the support offered. Our personal Customer Success Manager ensures quick response times and every time a service we want to use isn’t already part of the DPS list, just a quick connect between Usercentrics and the service provider is necessary and Usercentrics adds the service. This makes it very easy to guarantee staying legally compliant. Also regarding technical questions and support needed we were always able to find a suitable solution with the support of UC.”

Performance and optimization

Bierschenk noted a wide range of customizations that Carglass® has made to their CMP to optimize user experience. When asked about some of the features they find the most valuable in achieving that, they specifically mentioned Preview & Publish in their testing environment; Smart Data Protector for better UX, like consenting to view videos; and with Analytics, detailed pre-defined reports that make it easier to understand and optimize interactions with the consent layer.

The team has improved consent rates by more than 8 percent with Interaction Analytics data reviews and optimization decisions.

Save time and work

When asked why they selected Usercentrics, Bierschenk had plenty to say. Some of the highlights included the easy implementation and detailed documentation, the huge range of regularly updated predefined services, the user-friendly Admin interface that makes it easy for a range of people to use the CMP, and the 100% customizability of the banner design with CSS.

Bierschenk also noted that, upon migrating from v1 to v2, the process only took their team two sprints to refine the necessary adjustments and implement them. Since then, the team has been enjoying the faster load times, and with Cross-Domain Consent Sharing, using the same consent layer on multiple subdomains makes maintenance easy and saves time.

Protecting the business

The Carglass® team appreciates that with Usercentrics being a German company, they bring expertise to enable easy privacy compliance with German data protection laws. The regularly updated list of predefined services and the DPS Scanner also help ensure the company stays up to date with legal requirements.

Bierschenk also noted that they appreciate the transparency that the CMP provides to users, delivering a positive impact on trust, which, by extension, increases trust in the company and their repair/replacement work on customers’ vehicles.

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Summary

Swiss Automotive Group (SAG Digital) is a Digital Hub in Cologne that provides technical solutions to tackle the problems of the future. They have over 5,000 employees and generate sales of more than EUR 1.5 billion.

Challenge

As a data-driven conglomerate on the automotive ecommerce market, SAG Digital is acutely aware of the challenges that companies face when retaining their data collection and processing practices, while at the same time respecting end users and their right to privacy.

The challenge for SAG Digital was to provide transparency to their customers in order to ensure a secure purchasing experience on their ecommerce websites.

When asked why data privacy compliance is important for them to get right on their 13 ecommerce websites, the SAG Digital team highlighted the delicate balance of trust between customers and companies, and that it is very important for them to provide transparency about their tracking setup, so customers feel included and respected.

“To provide transparency to our users about our tracking setup, gaining customer trust and providing them with a secure purchasing experience on our e-commerce websites is a great business value for us in using Usercentrics CMP.”

Goals

Easy to use

SAG Digital wanted to find a consent management platform (CMP) that wouldn’t require a lot of manual work and constant maintenance. As a large enterprise with over a dozen websites to manage, it was key to find a solution that was fully automated and easily enabled compliance with the latest data privacy regulations.

Integrates with current tracking setup

With an established tracking setup already in place, it was important for SAG Digital to find a Consent Management Platform that wouldn’t disrupt their data-driven networks, and would ideally even improve their website performance. The team at SAG Digital engaged in A/B testing with the third-party tool Optimizely, and uses Google Tag Manager on all their ecommerce web applications. Therefore, they wanted to find a data privacy compliance solution that would integrate seamlessly with these.

Won’t break website performance

Website performance and data-driven streams are very important for SAG Digital, their business and offerings. It was imperative from the very beginning for the team to find a CMP that wouldn’t leave them worse off performance-wise.

Highly customizable

Operating 13 ecommerce websites, and with an app in the pipeline, the team at SAG Digital needed to find a CMP that was flexible and able to fit the designs, layout, feel and setup on each different domain. Additionally, their chosen CMP had to be able to integrate with new data processing services, existing tracking setups and best practices in their industry.

Building brand trust, staying compliant

Marius Rudolph, Head of Product at SAG Digital, spoke to us about the process of working with Usercentrics on their ecommerce properties.

Easy to integrate

When asked why SAG Digital chose to collaborate with Usercentrics, Rudolph noted, “We evaluated multiple vendors to handle our tracking setup. We decided to go with Usercentrics because it is easy to integrate and it works great with our Google Tag Manager setup, which we use in all our ecommerce web applications. Besides that, PageSpeed and website performance are very important to us. Usercentrics handles this topic very well.”

Simple rollout across business domains

When asked about benefits that SAG Digital has experienced after their implementation, Rudolph said, “Rolling out and activating Usercentrics is very simple. We also combined it with Optimizely to test different versions of the CMP to have the best possible performance.”

Easy and great customizations

The SAG team appreciated the ease of customizations and how quickly they could get everything set up to their specifications. “Customizing is easy and works great. We A/B tested different versions and wordings, use of corporate colors and simple/discreet design. We found that customizing the banner is super easy, and adding new data processing services can even be done within minutes.”

Building brand trust and staying compliant

“To provide transparency to our users about our tracking setup, gaining customer trust and providing them with a secure purchasing experience on our ecommerce websites is a great business value for us in using Usercentrics CMP. Building trust, staying compliant and continuing to work well together to stay up to date on data security and privacy issues.”

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