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How one rental car company stands out from the fleet

car rentalsBackground:
A major car rental company had recently been inaundated with a slew of competitive rental car companies in one of America's busiest airports. All of their retail booths were adjacent to one another. And meanwhile the rental company was also being squeezed by online 3rd party travel services providers.

Objective:
Our client needed to increase customer loyalty and to increase sales in a non differentiated commodity industry.

Strategy:
The first thing we did is grow intimate with the company's culture and history and next we dove deeper into the competitive landscape. What we discovered is that most of thier customers relied on the company in times of short family trips and on business trips. 87% of renters were out of towners who were unfamiliar with the city. While most rental companies now offer navigation systems and road maps, we felt that we had uncovered some valuable data that presented an opprotunity for a simple and cost effective premiums promotion.

The Results:
We developed a low cost but high end customized compass that we given away with every rental of three days or more. Within the first three months of the promotion, the rental car company saw an 18% increase in sales and a 30% increase in referral business. Everyon was talking about the unique promotion and percieved it as a high end product that they would keep for a long time. By understanding thier needs and how they arrived at thier current state the rental car company was able to engage with their customers.

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