5. 4
How we see our customer
CUSTOMER JOURNEY
RENTING A CAR
CHOOSING RESERVATION
GOING TO
THE LOCATION
CONTRACT
AND KEYS
ENJOYING
THE RIDE
RETURNING
THE CAR
HOW DO I
GO BACK HOME?
AFTER
SALES
7. 6
• Buying decision involves: first by his own previous experience (75% ), then the
opinion of the family ( 68%) , the opinion of friends ( 31%) and , finally, the
information obtained by television ( 24%) and the Internet ( 23%).
• The customer values individuality and are also aware of the importance they have
for brands. Just over a third (37 % ) of consumers seeks what is “trendy”.
• Status remains synonymous with quality - 58% - products or services known
brands are better than others, and 72% say they are loyal to brands they like.
Fonte: Ibope
Consumer Behavior
8. 7
Universe basis for
the study of the public.
Public that normally
rents cars.
Target of the universe studied
Pessoas com 35 a 54 anos que
possuem cartão de crédito:
44.482.000
Extracting the public
basis, the potential
consumer audience
car rental.
People planning to
travel in the next
12 months:
18.695.000 people
Localiza Consumer- people between 35-54 who have credit card and who plan to travel in the next 12
months. A relevant fact is that only 11.1 % of the public used car leasing in the past 12 months.
(Fev13-Fev14)
Comparing Targets
People between 35-54
who have credit card
9. 8
To act with precision must go through a few steps, closing a planning cycle :
Strategy:
• Product and Offer
• Marketing Planning
• Commercial Planning
• Market Communication
PLANNING
360°
Results
• Analysis Goals
• Lessons Learned
• Preparation for the nex
event
Communication
• Advertising
• Digital Marketing
• Promotional Marketing
• POS
• Distribution Channels
THEME
Engagement
• Social Media
• Partnerships and Promotions
• Live Marketing
11. 10
Loyalty Program Localiza
A revitalized program will be launched in November
Since 2000
Members: 4.7 M
Bonuses Awarded: 1.1 M
Bonuses redeemed: 301 k (28%)
Additional Rentals Sold per bonus
given: 70%
12. 11
Videowall - Interactive content , wi-fi, self service totem , signage ,
counters in woody tone, leaving a more intimate atmosphere .
New POS (Point of Sale)
37. 36
1- Internal and
External Data
2- Strategic
Information
3 - Shared
Knowledge
4 – Actionable
Intelligence
Anticipation
and Reaction
Report
B.I
Intelligence Process of Localiza
Recomendation
46. Is your team where your Clients need it?
How are your drivers behaving?
Are your fleet planning and sizing being efficient?
Do you use your fleet as a competitive intelligence tool?
Localiza Connect - Fleet View
47. Map Viewing
Route planning
Search for the nearest car
Rules for tracking routes date and time
Information that supports you for a High Level Fleet
Management
Information Management
Online reports
SMS and email alerts
Accurate data about car performance and driver behaviour
Odometer and travelled mileage
Driver check-in
Localiza Connect - Fleet View
