Overview:
We developed strategic initiatives for Trainline that not only addressed their key challenges but also significantly enhanced user engagement, cost efficiency, and overall conversion rates, showcasing a transformative shift in CRM through a customer-centric approach.
Data Insights:
Low transaction volumes in London compared to the rest of the country.
Minimal engagement in non-commuter segments.
High volumes of anonymous searches.
Substantial technical debt leading to unforeseen cost increases.
Strategic Solutions Implemented
Building User Value through CRM:
We developed a Braze feed pulling data from 3rd party transport providers to provide platform details and train statuses faster and more accurately than at the stations.
Implemented real-time ticket re-booking for delayed/cancelled trains.
Spotlight on the "Split-save" feature for significantly cheaper tickets.
Integrated recommendations engine data for personalised journey inspiration.
De-anonymizing Approach:
Phase 1: Identified push consent and intent for anonymous app users.
Phase 2: Leveraged behavioural data to distinguish users unsure about their journey from those unwilling to purchase via the app.
Phase 3: Targeted users with push notifications for abandoned searches.
Phase 4: Used push consent and geo-locations to target users at stations with better pricing.
Data Point Optimization:
Streamlined over 2000 campaigns, reducing data point consumption by nearly 70%.
Re-architected campaigns into less than 100 canvases, creating a scalable and understandable Braze infrastructure.
Results:
Saved over £1 million in data point overage within the first 6 months (estimated £3M-6M over 3 years).
Increased user identification by over 20% in the first year.
Improved relative conversion by 10% compared to global control groups.