Hertz on why it replaced its traditional counters with a 'tech-enabled space'

Elyes Mrad, vice president of sales and marketing at Hertz International, tells Marketing about the high-tech overhaul of its flagship Marble Arch store in London, as the car hire firm seeks to revolutionise the in-store experience.

of

What are the motivations behind the rebrand?

"Hertz is undertaking a multi-year project to transform the car rental experience. We started with customers and research to understand what it was they were looking for from a premium car rental experience.

"The research also highlighted how the majority of car rental brands did not distinguish themselves by having a clear and ownable platform – there was a lot of similarity and little differentiation.

"Hertz’s global rebrand has been designed to reflect the accelerated pace of modern life together with the heightened demands of today’s rental customer."

How will it help to improve the customer experience?

"Our goal is to ensure we are consistently the best at delivering a faster, easier and more rewarding experience to every individual that we interact with – whether it is the renting customer themselves, the family and friends travelling with them, or a commercial partner.

"Taking out the old traditional counters where customers had to queue up, and replacing the counters with a bright, modern, tech-enabled space vastly improves the experience.

"As the program continues to rollout, our staff will be issued with the new uniforms and also receive new training. We have introduced new lines to our fleet, and new processes to meet the highest standards of cleanliness and safety. We are simplifying the presentation of our contracts and improving the mobile experience."

Are there plans to roll out this rebrand beyond stores?

"The work we have undertaken to date goes far beyond a straightforward ‘rebrand’. It is more of a reinvention of car rental, and it impacts every facet of our business. We have introduced the Hertz streamline motif, new Hertz yellow, and new visual scheme to Hertz.com and our other websites, plus all our digital and offline media."

How fast will the roll out of the new store experience happen in the UK?

"The programme has already been competed at a number of our locations across the UK – as well as continental Europe and beyond. Whilst Marble Arch is the first flagship location completed in the UK, there are many others planned in the coming months."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer