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

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers