Interview e-reservations

Lise Botrel, Marketing Manager Q-Park France

"Online reservations are the future”

For several years now, we were convinced that being able to make online reservations for parking would meet a customer need and that it is a new way of generating turnover. Online sales offer customers the opportunity to choose what they want when it comes to location and price. Some are willing to pay more to be close to their destination, while others would rather walk 800 metres and save money.

There were three other reasons for starting the trial.

• Despite the crisis, online sales increase each year.
• 25% of customers search online using internet, their mobile phone or GPS for a place to park before they set out.
• In recent years, an increasing number of new competitors have developed online shops for making parking reservations.

We decided to build a website. Here, customers can choose where they want to park in a few clicks. Then they can pay online straight away with their credit card. They receive a QR code by e-mail which they show at the entrance barrier. This way, they are fully autonomous.

By investing in advertising through search engines, we have succeeded in building up a substantial customer base in just a few months. We are convinced that online reservations will become a new customer habit. For us it is important to put the Q-Park brand in the spotlight on the internet and to gain market share. This also fits with our CSR policy that we offer customers a choice of parking facilities and alternative modes of transport.