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Rent-A-Center, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Headquartered in Plano, TX, Rent-A-Center operates 3,406 stores and garners approximately 40 percent of the retail rental market. The company rents major consumer electronics, appliances, computers and furniture and accessories under rent or rent-to-own agreements.

Main Telephone (972) 801-1100
Main Fax (972) 943-0112
Primary Address
5501 Headquarters Drive
Plano, TX 75024

Rent-A-Center, Inc. Contacts

Contacts (3)
Name Title State
Bridget G. Director, Marketing TX
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (972) 801-1100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 5501 Headquarters Drive
Plano, TX

Chris S. Marketing Manager TX
Joni Bree C. Senior Marketing Specialist - RAC Family Brands TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Rent-A-Center, Inc. ********

Agency Relationships

Brand Agency Service From To
****-*-******, ***. ****** creative 2005 present
****-*-******, ***. ********* AOR - media buying & planning 2010 unknown
****-*-******, ***. ********* AOR - media buying & planning 2010 present

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‘Close Watch' Rent-A-Center retains Mindshare, expect further roster changes, higher digital spen...

Subject: TV, radio, Spanish language media, digital, social media, online advertising, data, CRM

Company: Rent-A-Center (RAC) largest rent-to-own chain in the US

Opportunity: The

Additional Insight

Data Investments and Marketing Updates: Rent-A-Center has been developing its customer segmentation abilities and digging deeper to better understand the experience its current customers and potential customers desire. As a result, it has already started to adjust go-to-market strategies, but changes should be more noticeable next year and beyond. Under CMO Rita Bargerhuff, who joined Rent-A-Center in 2012, the company changed its messaging last year and targeted consumers unfamiliar with the brand, versus focusing ads solely on promotions and prices (research here). Additionally, it's working to drive higher ROI across traditional and digital channels.

Last year, Rent-A-CenterOCCAM), as part of a a multimillion campaign to raise its brand awareness to potential customers.

New Decision Makers: In recent months, RAC has appointed a new marketing VP (research here). These hires are part of RAC’s efforts to better understand its customer base and develop an updated one-on-one and omnichannel strategy. 

Core Consumer: Rent-A-Center typically attracts women 25-to-54 and individuals that are unable to pay cash for big-ticket items.

Media Spend: Rent-A-Center's advertising expense was $92.6 million, $97.3 million and $92.8 million in 2013, 2012 and 2011, respectively.  The company has spent between $34 million and $39 million annually on measured media the last three years, according to Kantar Media. Spending skews towards TV and radio, but keep an eye on the chain’s rising Spanish language ad spend. 

Competition: RAC's primary lease-to-own rival is Aaron's, which recently launched a new campaign and new marketing to also attract Hispanic consumers (research here). 

U.S. Struggles: RAC is only “Close Watch” status now, but I expect roster changes at the end of the year if its Q1 ended March 31 compared to the prior year period. 

Rent-to-own companies typically perform well during economic downturns but sales start to fall as the economy improves because shoppers with higher disposable income go back to traditional retailers and poorer customers still remain cautious about spending. To help reverse this trend, RAC is offering a wider range of products to help attract new customers who aren't familiar with the rent-to-own experience. For example it started selling smartphones (like the Samsung Galaxy S4) in July with unlimited talk, text and web plans via AT&T and T-Mobile. 

Rent-A-Center, Inc.
5501 Headquarters Drive
Plano, TX 75024
(972) 801-1100

Rita Bargerhuff
Senior Vice President & Chief Marketing Officer
(972) 801-1100

Mike Case
Vice President, Marketing Strategy & Insights
(972) 801-1100

Aubyn Thomas
Vice President, Marketing
(972) 801-1100

Joel Mussat
Executive Vice President & Chief Omnichannel Officer
(972) 801-1100

Ian Cohen
Vice President, Omnichannel
(972) 801-1100