Download - Gillian Singh - Think big by thinking small
Think Big by Thinking Small
Gillian Singh, Go-Ahead Group Marketing Director
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Multi channel retailing
Better Connected
Mobile disruption
Focus for today
The Customer Proposition
5 years ago there was no...
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Launching transactional websites
Developed an integrated Bus and Rail CRM solution
Mobile websites
The key
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20122012
20122011
2011
20112011
20102010
Konectbus
Metrobus
Southern
Brighton
Plymouth
Go North East
Oxford
London Midland
Roll out of Smartcards
Go South Coast
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Further extended mobile ticketing and launched mobile barcodes
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Multi channel
Better Connected
Mobile disruption
Passengers needs haven’t changed
Self service retailing
Simplify Journey planning
Provide journey
inspiration
Personal and
relevant information
Real time query
resolution
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It started with people at the station
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Then it became real-time
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Then it went online
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Then it went mobile
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Now it is social, mobile, real-time, online and led
by people
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Accessing information on the move
Provide access to free data
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Multi-Modal Travel
Metrobus
Brighton & HoveSouthern
Car Club
Front line staff with blackberry’s
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Local Facebook / Twitter Sales
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Multi channel
Better Connected
Mobile disruption
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Responsive design - adapts to all screen sizes
Emails opened on mobile
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But conversion drops by 2/3rd from desktop to mobile .
Integrating CRM with social
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Integrating CRM with online banner advertising
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OPENOf the email by recipients and
load of the tag that will drop a
cookie on the device
INTEGRATIONOf a retargeting tag in the
HTML of the email
LAUNCH Of a display campaign targeting
devices that have the Acxiom
cookie
Cookie
Cookie
Cookie
Extend our mobile apps
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Extend use of social media
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Plymouth Online Customers Demographics
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Smart Card Users
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Go Northeast M Ticketing Customers
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Channel Shift of M-Ticketing Customers
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
on the bus the key travel shop other
Go north East
Brighton & Hove
Driving Loyalty
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Challenges...
• Proving it is not just channel shift
• Reducing the cost to serve across new channels
• Limited understanding of off line customers
• Need to remain inclusive of non Smartphone customers
• Revenue attribution of channels especially email
• Content generation
• Resourcing the right social media channels
• Big data??
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Multi channel
Better Connected
Mobile disruption
The 12th Man
Think Big by Thinking Small
Gillian Singh, Go-Ahead Group Marketing Director
@gilliansingh