Case Study: Zipcar achieves higher repeat bookings and increased customer lifetime value with Selligent Marketing Cloud

Zipcar - Customer Case Study

Zipcar, the world’s largest car-sharing service, relies on subscription members who rent vehicles by the hour or day. To boost customer loyalty and lifetime value, Zipcar needed to understand why members joined and how they used the service—identifying a critical drop-off between first and second reservations and the behavioral patterns that predict long-term use.

By syncing and visualizing member data in Selligent, Zipcar segmented users (Business, University, General), deployed dynamic, behavior-based email cadences and automated re-engagement triggers, and tested messaging and timing to shorten the gap between first and second trips. The targeted program drove a 7% increase in members making second reservations and an 8% lift in overall reservations, improving habit formation and lifetime value.

ZipCar

Karen Lurie

Email Marketing Manager