Alphabet focuses its core business on renting vehicles. Periodically, they found themselves in a typical situation, the contract for many vehicles expired and they returned it. In order to solve the vehicle stock, they mainly relied on auctioning aimed at wholesalers; the main objective was to release that stock as soon as possible at any price.
To respond to this situation, a physical store is created to sell vehicles that used to be rented, supported by an online channel that allows you to check the offering of vehicles, buy a car at a certain time or reserve it online. This channel is part of a comprehensive digital communication plan which is joined by street marketing activities.