Driving E-Commerce on an International Scale

Part of the Dollar Thrifty Automotive Group Inc., Thrifty Car Rental has a significant presence both in the airport and local car rental markets. We currently operate more than 1,200 locations in 64 countries around the world.

As our Web presence expanded over time, our small Web support team could no longer manage the growing load of content requests. We also had an aging proprietary content management system (CMS) that had become cost-prohibitive to maintain. We began shopping for a new CMS, with a number of major goals in mind:

• Making our main Web presence, Thrifty.com, easier to use, consumer-oriented and fast — with the overall sales goal of converting online prospects into customers;
• Maintaining a consistent look-and-feel and brand presentation across Thrifty.com and 250 localized store Web sites in Canada, the U.S. and Latin America — to build brand loyalty and maintain competitive advantage;
• Simplifying the customization of the local store Web sites. These “microsites” are linked to Thrifty.com and deliver targeted special offers for local audiences;
• Enhancing our internal communications via the corporate intranet, which is used by Thrifty employees as well as local franchise holders.

After evaluating a number of CMSes, we selected the Rhythmyx 5 Enterprise Content Management system from Percussion Software. It gave us the greatest value, and its features and functions were the best fit for our needs.

Rhythmyx has become the cornerstone of our e-commerce efforts. With it, we have achieved all of our initial goals and doubled our programmer productivity. Rhythmyx works as sold. In fact, it does more than we expected. Rhythmyx’s flexibility has given us the freedom to ask, What else can we do with this? We can also implement some cutting-edge functionality.

I’m often asked if I’d select Rhythmyx if I had the choice again. Actually, we did have a second chance. After Thrifty purchased Rhythmyx, our sister company, Dollar Rent A Car, determined that it needed a CMS too. On a corporate level, we decided we’d all go with

Dollar’s choice, even if it meant we’d have to switch from Rhythmyx. Dollar went through a similar evaluation process. After reviewing features, pricing and all other factors, Dollar came to the same conclusion as we did. Now, Thrifty and Dollar both use Rhythmyx.

CONTINUED:  Driving E-Commerce on an International Scale
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