I am an entrepreneur who has just started his own business. After 10 long years working for a global insurance company, I built my knowledge around underwriting personal lines insurances, particularly car rental insurance products. The company I have set up focuses on the Car Rental market and sells a suite of car rental insurances direct to the customer. It is an online insurance intermediary and will sell products throughout Europe, but predominantly in UK and Ireland. We will give renters unbelievable prices for superior cover. Looking forward to shaking up the car rental companies safe haven!
Core online age groups:
25-34, 45-54 age segments; ABs and those with small children
Wealthy achievers earning more than £50k per annum
Second Home Owners
With increasing number of visiting friends and relatives (VFRs)
Frequent Leisure/ Business travellers
Car Club Customers (e.g. streetcar.co.uk)
Car Hire Targeting Opportunities -
Freedoms (40% of UK Adults: 5.6m):
Enjoy driving and the freedom of the road and does not deem car hire to be bad value for money. Key target for the industry’s future expansion. Target: 45-54s and the 17-34s but with even socio-economic spread.
Practicals (31% of UK Adults: 4.3m):
Take a convenience based, rather than adventurous approach. Renting and attitudinal habits are fairly average. Target: over 65s and retired groups, lower income with young or no children.
Afraids (25% of UK Adults: 3.5m):
Enjoys freedom, but worries about driving in a foreign country. A third prefer to hire the same car they have at home. This group is also sceptical in regard to value for money. Target: 55-64, family stage with children in early teens.
We are currently developing our retail website and we would like to give new and existing customers an easy user experience when they land on our home page. Therefore, we are devoting part of the home page to existing customers or those who are familiar with the types of products we are selling. This section we refer to is called the "Quick Buys". Quick Buys are not only easily identified, but provide a quicker buying journey for the customer. Returning customers will definitely click on these vs any other button.
Picture this: on the home page, just under the top navigation headers (See file), the first set of graphics and or buttons positioned from left to right will be the Quick Buy Buttons. We need four specific product buttons:
Excess Europe (£2.99/day; £39.99 Annual)
Excess Worldwide (£3.99/day; £59.99 Annual)
USA Canada (£4.99/day; £109.99 Annual)
Worldwide Plus (£129.99 Annual)
Each product can be purchased in Daily or Annual formats, so what we are looking for is an icon made up of an image that connects with the product territory definition, promotes the Daily Price and the Annual Price and has a smart image. Consistency might be the way to go once you have nailed one of them.
An idea we had was get a globe and show the part of the map which represents the territory of the product and use flag colors if relevant.
Stay away from using photo images.