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| home > about us > Newsletter > Issue 4: June 2008 > Case Study: Dollar Rent-A-Car | ||||||||||||||||||||||||||||||||
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Case Study: Dollar Rent-A-Car Dollar Rent-A-Car Drives Travel Agent Sales
"More than 7,000 agents have enrolled in the program and in the first five months market share…jumped 14%." –Scarlete Pelfrey, DTAG Director, Travel Industry Sales and Marketing
Challenge Primarily operating at airport locations and serving the value conscious traveler, Dollar Thrifty Automotive Group (DTAG) encompasses both Dollar Rent-A-Car and Thrifty Rent-A-Car. In keeping with the company's mission of delivering "Value Every Time," DTAG needed a way to promote the Dollar Rent-A-Car brand and increase market share. With one in five reservations coming from travel agents, Dollar wanted to reward agents for booking Dollar over the competition. And, since other rental car companies were already providing incentives to agents, Dollar needed a way to stand out through simple program design, extensive reward redemption options and quick payout.
Solution To accelerate reservations, Scarlete Pelfrey, DTAG director, travel industry sales and marketing, turned to AEIS, launching the "Dollar Dividends" travel agent incentive program in August 2006. The program combined cost effectiveness with a simple enrollment process, wide reward redemption and speedy transactions. "AEIS stepped up with a Web services solution that allowed Dollar to automate the entire process," explained Pelfrey. Agents receive from one to five points for each reservation they book based on the number of car rental days. When 25 points are reached, the agent receives a custom Dollar Dividends prepaid reloadable card. Agents can easily keep track of their Dollar Dividends points online or by calling a toll free customer service number 24/7. According to Pelfrey, "AEIS found a solution to every issue we raised. We're able to do regular, targeted email communication to the agents. Point balances are updated daily, and that's what separates Dollar from the pack."
Outcome The Dollar Dividends program provided incremental revenue, provided a superior incentive to travel agents and has been cost-effective for DTAG. Pelfrey went on to explain, "More than 7,000 agents have enrolled in the program and in the first five months market share in portions of the government sector alone jumped 14%. The program provided an automated, faster payment process and an agent loyalty factor that Dollar has not had in the past. Agents now have a Dollar-branded card in their wallet, and the program allows for nationwide and targeted bonus opportunities."
Interested in reading other client success stories? Visit our case study archive.
For more information about American Express Incentive Services solutions for business, call 1-888-234-7725 or Contact Us. |
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