Re-branding of this regional grocery retailer, including; new name, brand identity, store design, private brand packaging, flyer design and marketing calendar development / execution.
Have been a long term
fan of Patrick and
Rodmell & Company. Creative; smart;
massive experience.
PACO UNDERHILL
Global retail expert and renowned author of,
Why We Buy: The Science of Shopping.
THE ASK
Energize the Hertz brand with a strategic refresh of its identity and customer proposition.
THE CHALLENGE
Upgrade the brand platform while creating differentiation between product tiers, as well as between Hertz and sister brands, Dollar and Thrifty.
SERVICES PROVIDED
Research & Insights
Customer Experience Optimization
Marketing
Product & Service Strategy
Customer Segmentation
Brand Strategy & Positioning
Brand Activation
Name Generation
CONSULTING
BRANDING
CREATIVE
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.
CARIE BEEMAN
SENIOR DIRECTOR
Hertz – Customer Experience
REDEFINING RETAIL
In optimizing the Hertz Ultimate Choice™ concept and creative, Rodmell conducted a comprehensive touch-point analysis and focus group research to examine reaction to:
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Clarity of messaging
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Concept “look and feel”
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Updated lot layout
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Ease of new wayfinding
vs existing wayfinding
ULTIMATE CHOICE™
Rodmell improved Hertz’s customer satisfaction rating by creating Hertz Ultimate Choice™, an award-winning vehicle rental experience, in order to:
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Increase brand interest
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Create differentiation between loyalty levels
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Elevate the brand
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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.
RETAIL EXPERIENCE
Rodmell developed a new retail concept, respectfully refreshing the 100+ year old brand by focusing on service, ease and convenience, with careful consideration for Hertz’s loyalty customers.
While incorporating elevated retail fixtures and finishes, the new experience is enhanced by digital features.
DESIGN DEVELOPMENT
Rodmell updated every design element of the retail experience to align with the brand identity and platform for a consistent consumer journey extending through all touchpoints.
EXECUTION ROLLOUT
Beyond contributing planning and design expertise to Hertz’s brand invigoration, Rodmell played a key, active role in executing the Hertz Ultimate Choice™ program in 100+ of North America’s leading airports. Services included lot planning, signage key plans, construction coordination and final artwork.
CONCEPT ADAPTATION
After a successful rollout of the North American retail concept, we adapted the experience to Hertz locations in EMEA countries.
Retail applications were localized and implemented in Hertz locations across the globe, delivering a cohesive and universal brand presentation.
BRAND ACTIVATION
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.
SEE MORE WORK
