SLIDE INIZIALE

rent a car

CUSTOMER EXPERIENCE

ONLINE PRESENCE

CUSTOMER EXPECTATIONS

WEB

SECTION 1

SWOT analysis

• Clear and well-organized website

• Implemented SEO using Rentalcars, Bsp-auto, Auto-Europe, Easy car and others

• Direct Chat on website

• Easy-to-Use Reservation Tool

• Simple Locator Finder

• Well-know company

trenghts

eaknesses

pportunitieshreats

• No app• No English in the

Italian website • Low reactivity in social

networks • Compilation forms

refresh every 10 minutes

• No 360° Car View• Avis blog doesn’t exist

even if it’s on the website

• Facebook: Few followers No viral marketing Low variety on posts

?• Italian world wide

website different from all the others

• Comments only for complaining

• The company doesn’t provide any answer

SECTION 2

DISCOVERY

ACCESS USE BUY/

RENT PAY DEACTIVATE

THE CUSTOMER JOURNEY

DISCOVERY BUY/RENTUSEACCESS PAY DEACTIVATE

Brow

sing

Sear

ch

Offe

rs

Regi

ster

Assis

tanc

e

Logi

n

Adve

rtisin

g

Book

ing

Cred

it Ca

rdPa

y on

del

iver

y

Addi

tiona

l

Car S

ales

4

1 really bad 2 bad 3 good 4 very good!

4

Canc

el

Age

and

othe

r

Mod

ify

4 4

4

4 4

44 4 44 4

33 333 32 22 3

Coun

trie

s

2 2 2 2 233

3

41

4 44 4 4 44 4 4 43 3 3 31 0

4 4 4 4 4 333 333 0 0 132

MARKET ANALYSIS

Discovery Access Rent Use Pay Deactivate0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

AVIS

The Hertz

Europcar

SIXT

BAR CHART

Level of interactionHigh

High

Low

Low

Web

pr

esen

ce

WEBPOSITIONING

SOCIAL NETWORKS

advertising about amazing places that you can’t reach without car

interact more with customers

post more offers and deals

more frequency on post

use in a good way all the social networks not only Facebook

hiring skilled people that can increase the value of Social Networks

use Facebook in a better way like the main page od AVIS (application and reactivity)

use of hashtags in order to reach the maximum hits of users

MORE customers MORE traffic MORE profit

The longer you wait, the more you have to lose

SECTION 3

FAVORITE LOCATIONS

BOOK NOW

MY PROFILE

MY BOOKINGS

Road Trips

AVIS APP

Road Trips

Abruzzo

Sicilia

Liguria

Avis autonoleggio

VIDEO

INCREASEONLINE

PRESENCE

SOCIAL MEDIA

FACEBOOK INSTAGRAM TWITTER

APP

LONELY PLANET

PARTNERSHIP

VIDEO

ACTION PLAN

2 MONTHS

62’000 €

SECTION 4

Source: http://www.grafichemercurio.it/

Project milestones

Section 2- SWOT web

presence analysis- Customer journey- Market analysis- Web positioning

analysis

Section 3- Social Networks

- APP- Lonely Planet

convention- Video

Section

4Action Plan

THANK YOU FOR THE ATTENTION!