Independent rail ticket retailer chooses multichannel marketing solution to maximise value of customer base
Independent rail ticket retailer chooses multichannel marketing solution to maximise value of customer base
Thetrainline.com, the largest independent retailer of UK train tickets, is working with multichannel marketing software provider, smartFOCUS to maximise customer value and improve its marketing activity by enhancing visibility of customer data.
The rail ticket retailer, which has sold tickets to more than 8.4 million users since 1999, has selected smartFOCUS’s Intelligent Marketing solution to improve customer targeting and improve one-to-one communications across multiple channels in order to drive customer retention and revenue.
To achieve this thetrainline.com needed a deeper insight of user activity to engage with customers and nurture relationships. It anticipates the new system will be able to deliver these objectives in a cost-effective and efficient manner.
Improved customer, partner service
The smartFOCUS solution will enable thetrainline.com to conduct investigative analysis on customer behaviour and deliver actionable information to its partner organisations and clients, which include Virgin Trains and First Group. And it will use this insight to improve customer interaction and drive sales and revenue growth. Using the new system’s analytical capabilities, the travel retailer will be able to easily extract customer data and export it for relevant marketing campaigns.
Ben Pearson, commercial director of thetrainline.com, said: “By implementing smartFOCUS solutions, we will be able to respond faster to what clients need, based on more insightful analysis of customer behaviour. This will allow us to deliver added value services and analyse the results as campaigns are in progress, ensuring our users have the best possible experience of researching and buying tickets from us, and driving the return on our marketing spend. Given the high volume of customers we deal with we need a truly scalable solution that also gives us superior flexibility and personalisation.”?
