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Enterprise expands QR code program to more vehicles, adds travel contentBy Chantal Tode
Building on the success of a QR code pilot program introduced last year, Enterprise is placing mobile bar codes on nearly one million vehicles by the end of December, giving renters access to a new mobile-optimized site with information about local attractions, as well as their vehicle.
Last year, Enterprise began piloting the use of QR codes on approximately 20,000 cars, linking renters to mobile pages hosted by their car’s manufacturer. The new program expands the content available by scanning a QR code to include la virtual travel guide.
“ONRAMP Concierge is another way for us to enhance our customers’ experience and add value to our manufacturing partners,” said Lisa Martini, manager of corporate communications for Enterprise Holdings, St. Louis, MO.
“Our car rentals average between two and 14 days and can be a great test drive of new vehicle models for our customers, so providing additional information via the QR code-enabled ONRAMP Concierge mobile Web site about the vehicle they’re driving makes perfect sense,” she said.
“Also, because consumers are increasingly using mobile devices to get information about things like places to visit, local restaurants and where to find cheap gas from consumer-friendly, geo-targeted Web sites, it makes sense that ONRAMP Concierge should connect our customers to such sites as Yelp and GasBuddy.”
Customers embrace QR codes
Enterprise, which owns Alamo Rent A Car, Enterprise Rent-A-Car and National Car Rental – launched the OnRamp QR code program last year in an effort to raise vehicle awareness and generate sales for its auto manufacturing partners.
The initial program resulted in over 10,000 QR code scans during the eight month pilot.
The new program rolling out right now is designed to act more like an extension of Enterprise brands’ customer service experience by giving renters on-the-go access to the OnRamp Concierge mobile site.
Unique QR codes tied to the VIN of each individual vehicle have already been placed on approximately 8,000 vehicles and will be rolled out to close to 1 million vehicles by the end of December.
“The main thing we got from the pilot OnRamp program – which used QR codes to bring customers to mobile pages hosted by vehicle manufacturers – was confirmation that our rental car customers are interested in learning more about the vehicles they rent from us, and that using their mobile devices to access it via QR code is an attractive, quick and convenient way to get that information,” Ms. Martini said.
“Since we began rolling out the QR codes for ONRAMP Concierge a few weeks ago, they’ve been accessed more than 8,000 times – and that’s well before the rollout is scheduled to be completed at the end of December,” she said.
Customer service support
Scanning the QR code on vehicle windows and key tags links renters to a virtual travel guide with information about local attractions, connect to geo-targeted sites such as Yelp and GasBuddy and receive special offers.
Users can also access information about the vehicle make and model they have rented.
Enterprise’s worldwide network includes more than 7,700 neighborhood and airport locations. The company processes approximately one million car rental transactions every week.
“Our main goal is to extend our industry-leading customer service beyond the branch location and rental transaction by giving our customers a quick and convenient way to find information about the vehicles they’re driving, things to do in the area they’re renting and rental deals from our brands,” Ms. Martini said.
Chantal Tode is associate editor on Mobile Commerce Daily, New York
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