Case Study: Dollar Thrifty Automotive Group achieves 47x ROI and 22% increases in revenue and customer pickup with Oracle Marketing Cloud

Dollar Thrifty Drives Customer Loyalty and Retention with Email Marketing

Dollar Thrifty (Thrifty Car Rental / Dollar Rent A Car) is a major car-rental company that faced a common industry challenge: getting customers who make reservations to actually show up and complete the rental. The e-marketing team needed more targeted, data-driven messaging to boost pickup rates and reduce no-shows.

They launched the e-Minder program—personalized emails sent two days before pickup—and extended it with Oracle Marketing Cloud’s personalized display ads and real-time bidding to reinforce messages between booking and pickup. The cross-channel approach drove a 22% increase in customer pickup rate, a 22% rise in revenue, and delivered a 47x ROI, while allowing the team to directly attribute incremental results to incremental spend.

Dollar Thrifty Automotive Group

Sandy Martin

Director of eMarketing