The car rental industry is challenging and very competitive. Top Car AutoReisen is a high quality car rental agency focused on the Canary Island, from Gran Canary to Fuerteventura, from Tenerife to La Palma. Having a fleet of over 3000 cars they rent out cars to tourists, but also locals that need a car for a day. The car rental industry in the Canary Islands has many different providers that partially market themselves physically in the airports, but above all online to capture the clients before their real journey starts.
Due to the heavy competition the rental agencies need to be on top of their game, as much offline as online. The fleet has almost doubled over the last year and Top Car is aiming to gather a bigger portion of the market while increasing their occupancy rate. In order to do this the challenge was to analyse the current eCommerce situation and create a plan to not only scale up the online activities, but also to raise the eCommerce mentality to keep costs under control and embrace continuous improvement.
Onwords has done a deep dive and spend 4 intense days with the eCommerce team analyzing the different marketing channels, their web design and the industry they operate in. With the Customer Journey in mind we found that a more eCommerce oriented mindset to design optimization could improve conversion significantly. Upon that a different mix of marketing channels would not only increase the acquisition of new potential clients at the right time in their customer journey, but would also lead to a significantly lower average costs of acquisition, potentially cutting those costs in half.
We delivered strategic advice to the directors and owners of the company on which channels to use, how to get the most out of them and what mindset is necessary to win. Upon that we educated the eCommerce team to work with an approach of continuous improvement for the future, as much for the web design as for the online marketing channels. Together with some quick wins that could be implemented directly the internal eCommerce team is now working hard to get to the next level of performance with our strategy in hand, making sure optimization becomes part of their daily routine.