With the help of EU4Business and the European Bank for Reconstruction and Development (EBRD), the company representing AVIS car rentals in Georgia has turned around its business, transforming its web presence and more than doubling sales.
AVIS was the first company to rent cars at airport locations, back in 1946 in Detroit. Today, visitors arriving at Tbilisi, Batumi and Kutaisi international airports can also enjoy the services of this global car rental company. The licence is owned by its official representative, the Georgian company AISI LTD, which offers insured cars with or without professional drivers. The list of company clients is quite impressive, including key international organisations and businesses operating in Georgia.
But with a great brand comes great responsibility. Just a couple of years ago, the company ran an out-dated corporate website, which was not mobile friendly and could not easily be found. The company did not have a social media presence and ran limited marketing activities.
In order to fully align with the brand requirements, ease online booking and raise visibility online, ‘Avis Georgia’ decided to go big with visibility and communication activities. Which is where EU4Business and the EBRD stepped in.
As part of the EBRD’s Advice for Small Businesses programme, consultants helped the company to:
- Create a new user-friendly website with search engine optimisation, that was mobile friendly and corresponding to the AVIS global standards;
- Develop a social media strategy and communication plan;
- Develop a presence on the key social media channels;
- Conduct staff training in web and social media management,
The new e-commerce platform, modern and functioning website, social media presence and well defined marketing strategy strengthened AISI LTD’s corporate image and improved communication with existing and potential customers, says company manager Natalia Sikharulidze
The results achieved with the support of EU4Business are backed up by numbers, making the company more competitive and successful – sales are up 120%, turnover by 35%, and the website attracts more than 16,000 visitors.
At the same time, AISI LTD is implementing Client Relationship Management systems (CRM) and an ICT project for technical accounting of its vehicle fleet.
The project was funded by the European Union under its EU4Business initiative.