The Lacek Group Revitalizes National's Emerald Club Structure and Design
Challenge:
National's frequent-renter program, The Emerald Club, while relevant when launched in 1987, lost its edge over time, becoming less appealing and compelling to consumers than the competition. The program was losing members, especially high-frequency renters, at a high rate. And those members remaining provided a lower share of rentals to National, resulting in a need to reverse these trends.
Solution:
The Lacek Group worked with National to redesign The Emerald Club program, developing program tiers that offer more and better benefits for the most valuable members, introducing awards to encourage rental consolidation and creating all new branding and collateral to highlight and promote the new benefits. These benefits include guaranteed upgrades (an industry first), a guaranteed car in sold-out situations and no restrictions on free day rentals.
Results:
Since the program's re-launch, several indicators demonstrate that National has reversed course and the program is continuing to improve. Member attrition has reduced significantly (especially for higher frequency members), rentals per member have increased and continue to do so, new-member activation has increased and the number of more frequent renters has increased significantly.
Challenge:
National's frequent-renter program, The Emerald Club, while relevant when launched in 1987, lost its edge over time, becoming less appealing and compelling to consumers than the competition. The program was losing members, especially high-frequency renters, at a high rate. And those members remaining provided a lower share of rentals to National, resulting in a need to reverse these trends.
Solution:
The Lacek Group worked with National to redesign The Emerald Club program, developing program tiers that offer more and better benefits for the most valuable members, introducing awards to encourage rental consolidation and creating all new branding and collateral to highlight and promote the new benefits. These benefits include guaranteed upgrades (an industry first), a guaranteed car in sold-out situations and no restrictions on free day rentals.
Results:
Since the program's re-launch, several indicators demonstrate that National has reversed course and the program is continuing to improve. Member attrition has reduced significantly (especially for higher frequency members), rentals per member have increased and continue to do so, new-member activation has increased and the number of more frequent renters has increased significantly.
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