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Renting online is a very convenient tool, especially for people who are going on business trips or travel frequently. This is also convenient for people who are unfamiliar with the city to which they are traveling, as they can pick a specific rental place ahead of time, and not have to worry about finding a good rental place. Discounts would be a great way to encourage this practice. I myself would absolutely rent online for a lower price if I knew that it was an option. These options should be made obvious to customers so that they are aware of all of the possibilities of renting with that company.