Energize the Hertz brand with a strategic refresh of its identity and customer proposition.
Upgrade the brand platform while creating differentiation between product tiers, as well as between Hertz and sister brands, Dollar and Thrifty.
Research & Insights
Customer Experience Optimization
Product & Service Strategy
Retail Concept / Experience
Marketing / Advertising
Web, Digital & Social Media
Brand Strategy & Positioning
Rodmell & Company has supported Hertz in the ideation, branding, creative and implementation of our Customer Experience strategy at over 100 sites across North America and internationally. They provide a unique blend of strategic, creative and executional capabilities and are a great team to work with.
Hertz – Customer Experience.
In optimizing the Hertz Ultimate Choice™ concept and creative, Rodmell conducted a comprehensive touch-point analysis and focus group research to examine reaction to:
Clarity of messaging
Concept “look and feel”
Updated lot layout
Ease of new wayfinding
vs existing wayfinding
Rodmell improved Hertz’s customer satisfaction rating by creating Hertz Ultimate Choice™, an award-winning vehicle rental experience, in order to:
Increase brand interest
Create differentiation between loyalty levels
Elevate the brand
Offer competitive advantage
This customer-centric approach allows people to select from a range of vehicles, or upgrade to Hertz Ultimate Series™ to drive any high-end car of their choosing.
We developed a comprehensive brand activation plan to differentiate Hertz, grow loyalty, and reaffirm the brand as the leader in delivering superior rental experiences. Hertz’s activation plan included redefining the customer service experience, developing strategic partnerships, and creating new loyalty benefits.