Trailblazing Global Rental Car Company

Advanced Integrated Customer Loyalty System within Marketing Cloud results in a robust Customer Experience

The Client:

Trailblazing Global Rental Car Company

Founded in the 1960s, this global rental car company was the first to rent cars from airport locations and has grown rapidly since then. The company has a long history of innovation in the car rental industry and is one of the world’s top brands for customer loyalty. In 2019, it was estimated that their fleet consisted of more than 600,000 vehicles. Now, with approximately 5,500 locations in more than 165 countries, they are one of the world’s largest car rental providers dedicated to expanding on-demand mobility solutions and personalizing the customer experience.

 

The Challenge:

Non-Responsive and Overly Complex Multi-Tier Loyalty Program
The client was struggling to coordinate the various levels of memberships within their loyalty program framework. The loyalty and rewards program spanned multiple tiers based on customer spend, making it overly complex. To complicate matters further, spend and tiers also varied based on what country customers were renting the vehicle in. Because of this, a wide variety of messaging was required to properly guide each member through the steps of their car rental journey. These messages needed to clearly document the progression of points accumulation, rewards, and shifting membership levels across many different locations and languages. 

The Solution:

Advanced Integrated Customer Loyalty System Within Salesforce Marketing Cloud for Cohesive Journey Progression

This was quite the challenge due to so many moving parts. Following our standard procedure, our client team closely analyzed the situation and identified technical steps to bring the strategy to life and then implement it. The loyalty ecosystem was already frame-worked and strategized, but the client needed it to be carried over, implemented, and up and ready on Salesforce. Theorem developed and implemented an automated solution that featured a complex, multi-tiered, multi-language journey within Salesforce to keep members engaged and organized. This helped drive transactions towards the highest levels of rewards. Customers could now see their loyalty stature grow in an organized, consistent, and digestible manner through email updates. Theorem’s solutions allowed the envisioned loyalty ecosystem to be brought to life in an automated playing field. Customers now received the right messages at the right times with the right information. This allowed for customers to always know where they stood within the loyalty structure. Additionally, it was now very clear what requirements were needed to progress to the next level.

Industry

DTC

Region

Global

Company size

20,000+

Solution

Advanced Integrated Customer Loyalty System Within Salesforce Marketing Cloud for Cohesive Journey Progression

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    The Impact:

    • Expansion into 24 new global markets in one year 
    • Users can now track and visualize their rewards in the most efficient way possible 
    • Automated promotional messaging throughout the customer’s journey helps customers capitalize and grow their loyalty points during opportune rental periods

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