Hertz has had a challenging time with their customer app. In fact, execution of their app redesign was so bad that, only a few weeks ago, Hertz sued their marketing partner Accenture (pdf here). So, when Hertz finally had a newly redesigned app ready for prime time, it made sense to promote it.
When promoting engagement of an app, offering an incentive for use is an effective tool. This week, Hertz is offering customers a free car rental day. I recently received the below email as a Hertz Gold Plus Rewards member.
|Hertz new app promotional email with message that "Terms Apply"|
According to the email, I can get a free rental day when I use the app. The headline message has an asterisk—or, in this case, a paragraph symbol (¶)—indicating there is a Disclosure on the page regarding the offer. Based on the corresponding paragraph symbol, the Disclosure reads simply, “¶ Offer ends 06/30/19. Taxes and fees excluded. Terms apply.”
OK, so what are the terms?
I thought the landing page might perhaps have more information; however, it includes only the same Disclosure that “Terms Apply.”
|Landing page. Disclosure circled.|
I thought there might be at least a link here to the terms that apply, but there is not. We know from the email that the offer is valid on rentals of 5 days or more and expires on June 30, 2019. The landing page includes the additional Disclosure that the offer is available only in the United States and Canada, but what else? Is it valid in Hawaii? At airport pick-ups? For Hertz Local Edition? Can I combine it with a free upgrade offer? Do AAA discounts or my CDP number combine with this offer? Do I need to reserve at least 7 days in advance?
These are details, but are relevant details that may or may not drive decision. By not sharing them and merely stating, “Terms apply”, this email and related web page merit a Fail for Creative.
Update 5/17/19: Hertz communicated to me via Twitter:
Hello Marc. When on the app, you will stay on the home page, under the YouTube video, you will click on the promotion that states " App Exclusive", when you click that you will see at the top "Get a free day when you rent for five" and scroll up. It states the offer summary and the Terms and Conditions. If you are still having trouble, please reach back out for further assistance. We will gladly walk you through the steps. Thank you. -DRThis reinforces my point -- that terms are not upfront and hard to find. There is no reason both the email and landing page could have disclosed at least "Please review the offer in our new app for additional terms that apply."
When you present an offer, share the terms of the offer upfront. At the very least, know what they are.