Avis Budget Group

Digital signage brings the Avis and Budget brands to life in close quarters. The wall display behind rental counters is an array of integrated monitors, with a few traditional lighted signs to anchor each brand at opposite ends. The dynamic monitor displays facilitate a big brand statement, promote products and provide helpful messaging for customers.

Moreover, digital signage unlocked the key to allowing ABG to flex between brands. Because each brand serves a distinct audience, the brands’ share of signage needs to flex depending on the time of day or week. On business travel-heavy days early in the week, two-thirds of the monitors may be devoted to Avis; on weekends, when there’s more leisure travel, the ratio reverses.

In a dual-branded space, signage isn’t the only thing that needs to operate across brands — personnel and materials do, too. For example, associates who serve Avis and Budget customers wear common apparel that works across both brands. A selection of silver, white, charcoal and a range of grays for shared elements — including walls, carpet, furniture and fixtures — ensures that Avis’ red and Budget’s blue both pop against the neutral palette.

The dual-branded experience extends to return the return process, too. The two companies share return areas, and the overhead directional signs feature both Avis and Budget branding.

From rental lobby reader boards to garage ground graphics to suburban store exteriors, the ABG brand guidelines leave no stone unturned — which allows for efficient implementation across the company’s 5,500 locations in 175 countries across the globe. ABG is also focused on anticipating how needs will change as technology advances. Increasingly customers will access their cars through apps rather than counters, and phones will replace keys. As a result, the kinds of devices used to secure and corral cars will evolve in the future.

Now, ABG is better able to reflect technological advancements in facilities and logistics operations, and implement process improvements throughout the organization. “Monigle-designed environments, specifically the brand-flexing digital counter back wall systems, are game changing and currently without peer in the rent-a-car industry,” said James M. Cinnamond, Vice President Corporate Design & Construction, Avis Budget Group. “Our voice of the customer facility scores have soared at new locations and our employees are enthusiastically proud.”