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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!