Europcar expanded its online reach and gained autonomy with Lengow

Europcar is a global leader in car rental services, with rental agencies in more than 140 countries. Headquartered in Europe, the company has 6,500 employees and the world’s largest car rental network through its own operations, franchises and partnerships.

Europcar is the main brand in the Europcar Mobility Group, a leading player in the mobility sector. Europcar Mobility Group (EUCAR) shares are listed on the Euronext Paris stock exchange.

Industry

Car Rental
Type

Marketplace
Market

International
Size

10,000 employees
Revenue

3 billion euros
Used by

Online Marketing
Product used

Automation and expansion of the online distribution of a major player in the travel industry

26,000

products distributed

active countries

Challenges & goals

Before calling on the Lengow platform, Europcar was working with an agency to manage their feeds. The agency crawled their site to create a product feed that allowed Europcar to retarget on Google and Facebook.

This posed a problem: the feed belonged to the agency, not the client. Therefore, Europcar wasn’t free to do what it wanted, like developing on other channels such as Criteo.

The company turned to Lengow to benefit from a more optimal product feed, expand its online distribution and centralise the management of its digital campaigns within a single platform.

Solutions provided by Lengow

Europcar started working with Lengow in October 2018. This was particularly for classic advertising on Criteo initially. Then, quickly, after seeing the initial results on its activity, Europcar wanted to expand to other channels and more dynamic formats.

Europcar now manages a catalog of over 26,000 products via Lengow. It is distributed on retargeting platforms (Google, Criteo, etc.), product ads (Facebook) and search engines (Kayak to share information on branch openings and closings) in 12 countries (UK, Germany, Belgium, Portugal, Ireland, Italy, France, Spain, Finland, New Zealand, Australia, USA).

On Lengow, the customer can check availability and the best price over the next 15 days in an automated way and only push this information through its ads. Europcar can also independently modify URLs to link to promotional pages or flag promotional products through the automatic rules tool. Finally, the client has been able to run its dynamic ads on Facebook from a single, localized feed for different countries, automatically presenting users with inventory information and prices for their language or country. Europcar greatly appreciates the efficiency and responsiveness of Lengow’s teams, who always respond to questions and needs within a day

Lengow allows us to easily automate our campaigns and make them more dynamic and efficient. The platform enables us to access new channels and new markets quickly!

Johanna Van Eenbergen

Online Marketing

Europcar Mobility Group

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