nmbs case: how to build a 100m€+ online business within a 100 year old company: b-europe.com...
TRANSCRIPT
Destination mieux
B-EUROPE DIGITAL EVOLUTIONS AND LEARNINGS
How to build a €100M+ online business within a 100-year-old company
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WHO IS SNCB EUROPE
WHAT DO WE STAND FOR
250,000sales per month
7/7 customer service
The best fares
>7,000 destinations with multiple
carriers
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MULTI CHANNEL
Internet only channel that increases
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FROM A COAL ENGINE TO A HIGH-SPEED EVOLVING E-COMMERCE PLAYER
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INTERNET GROWTH YOY FROM 2009 UNTIL 2015
2009 2010 2011 2012 2013 2014 EST 2015
SNCB Europe revenue internet
+58% -3%
+26%
+19%
+15%+6%
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WHAT FUELLED OUR ONLINE GROWTH?
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CONVINCING DIRECTION
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SET UP A NO-NONSENSE STRUCTURE
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WebsiteCompetition SNCB EuropeDIFFERENTIATE IN THE MARKET
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GET AWAY FROM THE CHURCH TOWER
Sales % SNCB Europe switch to other countries
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LISTEN TO YOUR CUSTOMERS
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SPECIFICEXAMPLES
Acquisiti
on
Usability
Customer focus
Retentio
n
ACQUISITION
Acquisition Usability Customer focus Retention
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USE BIGGEST CRM IN THE WORLD AND TEST
A B
CPA -56%Conversions +127%
Thalys Youth promo: what would convert best?
Source: Facebook
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FIND PARTNERS TO STIMULATE GROWTH
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OFFER E-MAIL SUBSCRIPTION BASED ON THEVISITOR’S INTEREST
OLD NEW
+78%fill in rate
Source: IgnitionOne
In the past: global display campaigns good for branding
Now: only performance-based budget we switched to remarketing, this is more cost efficient
DISPLAY CAMPAIGNS
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Visit Don’t Book
€
USABILITY
Acquisition Usability Customer focus Retention
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RESPONSIVE SITE INCREASES CONVERSION RATE
Traffic YoY 0,18% 58% 105%
Conversions rate increase 8,74% 384% 555%
Desktop Tablet
Source: Google Analytics 2014 vs January - March 2015
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CREATE RESPONSIVE E-MAILS
20% open E-mail on mobile device
Revenue via E-mail increased YoY by 76%
Source: Actito
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A/B TESTING BIG EFFECT ON REVENUE
A B
Conversion ratio +14% Yearly millions extra revenue with 1 test
Test on train offer page: add buttons What is the effect?
Source: Webtrends (98% confidence)
Acquisition Usability Customer focus Retention
CUSTOMER FOCUS
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LEARN FROM REVIEWS AND RESPOND
Source: Trustpilot
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LIVE CHAT
HELP YOUR CUSTOMERS DURING BOOKING
Categorize chats
25% who started chat buy a ticket
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Target try to answer within 30min
Dedicated team
Trained to answer on social media
CUSTOMER CARE ON SOCIAL MEDIA
30min
Source: Engagor
RETENTION
Acquisiti
on
Usability
Customer focus
Retentio
n
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GUIDE YOUR VISITOR AFTER THEIR SALE
+2 days after
booking
-2 days before travel
Open 70%Click 26%
Open 60%Click 33%
Booked
Source: Actito
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OUR FUTURE CHALLENGES
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• CRM segmentation: Offer different content, services and products to segments
• Behavioural-based website content/offering
• Optimise mobile platform/sales
• Better integrate offline & online communications by using ‘National’ reach of SNCB
DO MORE WITH LESS
