Europcar unveils new digital platform for Africa


Digital agency Gloo has completed the first phase in an extensive revamp of Europcar South Africa’s website that has positioned the car rental company for strong growth in the country’s fiercely competitive corporate and consumer vehicle rental markets.

This large and complex project has created a world-class online facility for Europcar South Africa that delivers an improved user interface, a streamlined booking process, and a scalable platform for the company’s growth into the future.

The website offers clearly presented information, improved navigation, the introduction of mapping technology, a vehicle comparison process, several features that aid search, and access to information and new administration features. Most importantly, the site is built to consider cross-platform viewing, so embraces a responsive design solution that works across mobile, tablet and PC technology.

Europcar’s site attracts more than 50 000 unique visitors a month, a number that is constantly growing. As the first point of contact for many consumers and the place where many corporate clients manage their relationships with Europcar, it is one of the most important channels for the company.

Martin Lydall, COO at Europcar South Africa, comments, “In line with our ‘moving your way’ promise, we took the decision to overhaul our Web property to make it easier to use, richer in functionality, and more responsive to our customers’ needs.”

“It was our intention to create a world-class online facility that depicts the strength of the brand through excellent design, while providing a robust infrastructure that will cater for our growth into the future. Gloo created a solution for us that delivers quicker access to information – definitely one of the industry’s best online customer experiences,” he adds.

Paula Hulley, Deputy MD at Gloo says, “The brief for the project was to take the corporate image and brand guidelines from the company’s multinational franchisor and adapt them to the South African online market. In addition, we were tasked with creating a streamlined booking process that is tightly aligned with international best practices.”

Furthermore, Gloo was required to technically integrate its solution with Europcar’s existing application programming interface, backend systems, and business processes. It also required to consolidate several other divisions, including Van and Truck and B2B, into the website.

“Leading South African brands like Europcar understand that digital isn’t just a marketing strategy, but also an enabler for their broader strategies,” concludes Gloo CEO, Pete Case.

“We are proud to have worked with Europcar South Africa and to have created a platform that brings its vision for a rewarding customer experience to life by fusing creative design, a robust business solution and scalable technology.”

“Because we understand the impact of technology on a business, Europcar strives to keep up with the latest trends in innovation and to continue delivering best-practice solutions. Our enhanced website is full of new features, new imagery, and refreshed functionality to improve the overall customer experience and provide car rental solutions that are personal, enjoyable, and simple,” concludes Lydall.

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