User journeys of Free Floating and Peer-2-Peer car sharing users
Car sharing providers: Types and target model to map out the competition in the field
The solution: Get-A-Car: The Air’b’n’b for car sharing
1. Out of market – Never used car sharing before
The user has never used car sharing before, but has only tried alternative transportation options: bike, bus, train, metro etc.
2. Trigger – in need of car sharing
The user is triggered when the user is in need of transportation in certain situations: When he/she is waiting for the bus, is going to IKEA, going to the airport, planning a weekend trip, when the bike tire is flat and the user is late for a meeting
3. Initial Consideration – exposed to ads
In this phase 75% of the users are only ”listening” and not ”acting”(Bjerregaard-Knudsen, p. 8), so it is important to leave a footprint in the user’s mind. The users are reached through multiple channels to ensure the users will think of Get a Car when they need transportation. To accomplish this, outdoor branding is strategically placed around Berlin, where the users need transportation.
4. Active evaluation
Get a car has been exposed to the user through the different channels and now the user takes action. The user will research on car sharing, and realize car sharing is a reasonable alternative to buying or leasing a car. Google’s search results will provide the user with a lot of different car sharing options in Berlin. The user will notice that only one sign-up is necessary to access 25+ car sharing vendors. For returning visitors remarketing is used to make a personalized message based on the user’s actions from the previous visit.
5. Purchase decision
The user might already have discussed the app with friends, who uses car sharing in Berlin, or asked for recommendations. The app is launched in the summer, but in autumn and winter outdoor marketing is used more aggressively, because we want to reach the customers when they really need to get a car, or at least are tired of standing in the rain, sleet and snow, while waiting for a bus or taxi. Beside of promoting the convenience, flexibility and low price, we also make sure to promote how car sharing contribute to a greener and more sustainable world.
6. Experience – keep the customer satisfied
The user has downloaded the app and has made the first booking of a car. In this phase we have to keep the user satisfied, otherwise the process will starts all over, but it will be harder to reach a user who have had a bad experience. The app provides the user with information about where to park nearby the end destination. The user will receive a message after ended trip: ”Thank you for using Get a Car – together we are creating a greener future!” The user is asked to rate the car sharing vendor and overall service to improve the user experience for other users, but also to make the users feel that their opinions matters.
If the user is satisfied with the car sharing experience, we expect the user to use the app again for other situations where the user needs transportation. People tend to trust recommendations from friends and family (The Nielsen Company), so we aim to make the users ambassadors for Get A Car, taking advantage of word-of-mouth marketing. To keep the brand relevant for the target group, ads and messages in the branding material can be more etchy and funny in this phase, and less about the main functions of the platform.