The largest equipment rental company in the world, United Rentals boasts an integrated network of 1,054 rental locations in North America and 11 in Europe. The company’s approximately 16,400 employees serve construction and industrial customers, utilities, municipalities, homeowners and others, offering approximately 4,200 classes of equipment for rent.
Breaking with industry tradition, UR was the first rental company to display rental rates online, followed shortly by becoming the first to provide a fully online rental transaction. Despite the poor productivity growth rates of the construction rental industry, United Rentals set an ambitious goal of increasing year over year self-service rental growth revenue of at least 20 percent in 2018. United Rentals also set their sights on substantially boosting new customer acquisitions and the quantity of online orders.
While United Rentals had broken new ground by providing the first true e-commerce rental experience, the company realized there was always room to do even better. On its previous website, customers weren’t as wowed as they would be with the checkout process, and the company was missing opportunities for true end-to-end fleet management and brand engagement after the rental transaction.
United Rentals partnered with VML and Argo Design to architect a truly modern platform for the equipment rental industry, providing full lifecycle fleet management. The teams optimized the existing checkout process to eliminate barriers to customer conversion, upgrading to Drupal 8 to provide a streamlined app-like customer checkout. United Rentals is now the first heavy equipment rental company that provides an end-to-end guest checkout process, eliminating the requirement for customers to create accounts. Additionally, VML also began personalizing content with customized calls-to-action for customers, helping guide them to the most relevant next step in the conversion process.
In 2018, the United Rentals site is on track to smash all previous online rental records, reaching more than a 40 percent year-over-year increase in online rental revenue. New customer acquisitions as a percentage of sales are tracking an increase of more than 55 percent and the quantity of self-service orders has jumped more than 60 percent.