Retail & CommerceLotte Rent-a-Car
Lotte Rent-a-Car Digital Marketing
Rebranding KT Kumho Rent-a-Car's web and app as Lotte Rent-a-Car.
Project Information
- Industry
- Retail & Commerce
- Project Type
- Renewal
- Role
- Rebranding, UX/UI Design, System Upgrade
- Client
- Lotte Rent-a-Car
- Client
Introduction - Lotte Rent-a-Car is Korea’s leading car rental brand operated by Lotte Rental. With a nationwide network, it provides a wide range of mobility services from short- and long-term rentals to corporate fleet management, creating a rental experience that makes using a car easy and convenient for everyone.
Since 2012, Saltcake has been responsible for building and renewing the official website and hybrid app of KT Kumho Rent-a-Car. After its acquisition by Lotte Group, the rebranding of Lotte Rent-a-Car was carried out.
KT Kumho Rent-a-Car, Korea’s largest rental car brand, was acquired by Lotte Group and officially changed its name to Lotte Rent-a-Car, starting a new chapter from July 1st. Based on Saltcake’s expertise in building and renewing the official website and hybrid app for KT Kumho Rent-a-Car since 2012, we led the rebranding project for Lotte Rent-a-Car. This rebranding went beyond a simple name change; it aimed to maintain the brand’s reputation as Korea’s No.1 rental car service while enhancing quality by emphasizing a Simple & Easy UI. Under this goal, we developed a strategy to further highlight usability and upgraded both design and system accordingly.
Background
The rental car market was fiercely competitive, with long- and short-term demand both growing and new services and price competition everywhere. Consumers wanted a seamless experience from booking and using a branch to online payment and promotions, and companies needed an omnichannel platform to manage member, payment and promotion data together. Meanwhile, Korea's largest rental car brand, KT Kumho Rent-a-Car, was acquired by Lotte Group and relaunched as Lotte Rent-a-Car on July 1.
Solution
Drawing on our experience building and renewing KT Kumho Rent-a-Car's website and hybrid app since 2012, we carried out the Lotte Rent-a-Car rebranding. More than a name change, we upgraded design and systems with a strategy that keeps its No.1 service while putting even more emphasis on a Simple & Easy UI. We built an integrated commerce and membership platform and linked branch booking with core systems for online-offline consistency. A mall-in-mall structure supports new services such as long-term new-car rentals, and the rebranding ran together with integrated IMC marketing.
Key Features
• Rebranding of the integrated commerce and membership platform, with IMC
• Core-system integration and unified data management
• New-service expansion through a mall-in-mall structure
• A stronger Simple & Easy UI
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