Avis: translating business challenges into solutions 

The challenge 

 

Avis UK outbound revenue fell dramatically year over year. Avis partnered with Web Liquid to identify the possible sources of the revenue decline and to define a strategic plan of action.

 

The tailored solution 

 

To identify the possible sources of the decline, we undertook an extensive analysis of the travel and car hire market in the UK to ascertain whether online travel brokers were responsible for the drop in UK outbound business over the period in question or whether it was just a market anomaly.

 

 

The results

 

The study revealed that while Avis was a dominant brand in the UK online car hire sector, its overall share of voice and consideration within the outbound segment had been impacted by:

 
1. Increased consumer research via broker sites

2. A longer purchase consideration cycle

3. A single minded focus on demand meeting initiatives as opposed to demand generation activities 

The findings of the analysis where presented to the board of directors, identifying a series of recommendations including the launch of a demand generation campaign, aimed at leveraging the upstream and downstream traffic of broker sites and Avis.co.uk.

 

The campaign leveraged behavioral targeting - to re-target users that had visited Avis.co.uk and completed a quote check. The campaign generated 890 incremental outbound bookings and a considerable increase in site traffic during a three-week period.

 

 

Download a PDF of this case study:
Avis: Identifying business challenges and translating into solutions

 

 

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