One Two Free Campaign Incentivizes National Car Rental Loyalty Program Members

Rob Connors, vice president of brand marketing for National Car Rental, told Loyalty360 that incentivizing members of the company’s Emerald Club loyalty program is an ongoing mission.

One of the key ways that National Car Rental achieves this is through its One Two Free campaign, which offers registered Emerald Club members one free rental day for every two qualifying rentals.

Each qualifying car rental completed during the One Two Free promotion is worth 300 points, with a free day awarded once an Emerald Club member earns 600 points. This year, National has increased the earning opportunities by awarding unlimited bonus points for rentals booked through National’s mobile app and allowing members to earn bonus points for purchasing Sirius XM Satellite Radio as part of their rental.

The promotion launched in late August and runs through Jan. 31, 2017. What’s more, there is a redemption period through June 15, 2017.

“As is often the case across our industry, National ends the busy summer season with a large number of vehicles in our fleet,” Connors explained. “We launched the One Two Free program fifteen years ago to both reward Emerald Club loyalty members for their loyalty and incentivize them to increase their rental frequency with us while we adjust our fleet for the winter. While these reasons still hold true today, over time, we’ve also learned we can use the program to re-engage our Emerald Club customers and educate them about new products and services with which they may not be familiar. For example, we offer One Two Free promotional points to customers for downloading the National mobile app, adding Sirius XM to their rental and/or using our Emerald Reserve service.”

As part of the promotion, additional bonus points can be earned through both rental and non-rental activities including:
 
Using National’s mobile app to book rentals while earning unlimited points (75 points per completed rental).
 
Purchasing and adding Sirius XM Satellite Radio to a qualifying rental (one-time bonus of 300 points).
 
Renting any size vehicle in Latin America and the Caribbean (one-time bonus of 300 points upon completion of a rental).
 
Renting any size vehicle in Europe (one-time bonus of 300 points upon completion of a rental).
 
Referring up to 10 friends to join the Emerald Club and register for the One Two Free promotion.
 
“The One Two Free promotion offers our Emerald Club customers the opportunity to earn free days on top of the rewards they’re already earning through their Emerald Club membership,” Connors added. “And as members learn about new products and services by trying them out during the promotion, these can enhance their rental experiences.”

For example, last year during the promotion, Connors said there were about 17,800 downloads of the National app, which allows Emerald Club members to track their rental activity, receive arrival and departure notifications, and wayfinding for National’s locations and offers services such as the Virtual Aisle and Emerald Checkout that help expedite the rental process even further.
 
“We track new signups for the Emerald Club and we track the number of rentals per active Emerald Club member (those who have rented in the last 12 months),” he said. “We look for both of these numbers to show a steady rate of increase.”
 
National Car Rental is built on three things: Speed, choice, and control.
 
“The way we deliver these brand attributes is through our Emerald Club loyalty program,” Connors said. “The happiness – and by extension, the loyalty – of our Emerald Club members centers around the enhanced level of service they receive from National, the rewards offered through Emerald Club membership, and National’s ability to continue to innovate to meet the changing needs of our customers. We know that if we can keep Emerald Club members happy with their rental experiences, our business and our brand will continue to grow. I’m most proud of the people on the ground who bring National’s Emerald Club and the One Two Free program to life. National’s employees are the ones who ensure that our brand promises are more than just words. The fact that we can deliver on those promises is what makes our brand great.”

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