By being intimately in-tune with societal change, the micro-rental company has broken down an established market, recreating it in a way that wins over customers with surprise and happiness.
Zipcar continues to encourage a societal shift from product ownership to service rental. Customer retention is accomplished through innovation, including mobile phone applications and the development of a fleet of electric vehicles.
It’s less about evolving the rental car market and more about changing consumer’s perception of car ownership and use.
Lesson for Business:
Stop selling products, start selling services.
“Zipcar takes care of everything. There is a sense of ease when dealing with the brand. Like your endearing camp counselor has thought of everything before hand. Comfortable. Happy.”
Katie Sherman, Media & Publishing Expert, Brooklyn
http://purplelist.com/members/katiesherman
“Any brand that challenges us to question our use of a product as widespread as the car is doing us good. Particularly, if it can help contribute to a solution rather than just advocate against it.”
Damon Garrett, Electronics Expert, Singapore
http://purplelist.com/members/damongarrett
To see the complete report, check out: Good Brands Report 2009
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