National's 1-2-FREE Promotion Achieves Customer Retention and Acquisition Goals

Challenge:
The Lacek Group was challenged with the task of generating incremental National Emerald Club rentals during the traditionally slower fall travel season, reversing the down-trending curve in the number of active Emerald Club members and issuing awards in a more efficient and customer-friendly way.

Solution:
A promotion targeting Emerald Club members was designed, offering an attractive and relevant proposition: Receive a Free Rental Day for use January - June 2006 for every two paid rentals August–December 2005. This promotion also provided an award incentive to Emerald Club members for referring The Emerald Club and the promotion to friends. It was implemented via an easy–to-use landing page, requiring minimal efforts from members. It used online channels, which increased promotion reach, simplified fulfillment management and successfully transitioned the fulfillment process from printed and mailed certificates to online customer-printed certificates.

Results:
Through the 1-2-FREE promotion developed by Lacek, National beat its return-on-investment forecast by a significant margin, reduced the cost of award fulfillment and acquired thousands of new active members.




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