marketing summit - implementing real business impact in an e-commerce oriented environment
TRANSCRIPT
“The Marketing Summit I”
Break-out 214:00 – 15:00
Implementing real business impact in an e-commerce oriented environment
Sven Declercq, E-commerce Manager NMBS Europe
Fabienne Heiles, Customer Relationship Manager Sitecore
Destination mieux
Implementing real business impact in an e-commerce oriented environment
Marketing Summit - 14th of May, 2014
Short introduction: who are we?
SNCB Europe as carrier:
- Shareholder in Thalys, Eurostar
SNCB Europe as distributor:
• - Employment of 200 people, turnover of 285 mio €
1. - B2C: Stations (Hubs), Contact Center, Internet (75%)
2. - B2B: Travel Agencies and Corporate contracts (25%)
3. - Unique train offering in Europe: SNCF vs Deutsch Bahn
4. - Business model: commission on sales (%)
Steep online growth – higher than natural growth
- From 12% in 2008 to 36% in 2013 and up to 42% in
2014 (117M€)
- Growth thanks to continuous optimisations of the
website for our customers
€0
€20.000.000
€40.000.000
€60.000.000
€80.000.000
€100.000.000
€120.000.000
€140.000.000
2010 2011 2012 2013 Budget 2014
117M€
Most important evolutions
- ATB tickets Pdf Ticket Mobile ticket
- No global/European standardization in offering
- Global, competitive playfield (BE, FR, UK, DE, …)
- More complex, multi-device environment
- Customers search & compare loyalty issue
Become relevant to our customers….
No more ‘one size fits all’. The market, the customers are
pushing us to be more relevant to their needs.
Destination mieux
How did we get relevant ?Some specific & practical examples
Opportunities to be relevant
Wheel of travel
booking phases
- Different touch points
to be relevant
- Good for overall
scheme, but mainly for
hotels, airlines, tour
operators….
Destination mieux
The dreaming phase
The dreaming phase
The dreaming phase
Change our homepage:
- More inspiring images
- Modern & flat design
- Cityguide to make personal guide
-17% bounce rate HP
+22% time on site
500 personal cityguides/week
Dreaming phase – via facebook
+ 80.000 fans
- Travel ideas
- Gift ideas
- Inspiration images
The dreaming phase
Google = Dream Machine
- 43% Google Adwords Traffic
- 23% SEO traffic
- 55% of Revenue
Google = start of the dream
Presence = must
But only on ‘high performing’ and ‘relevant’ searches and for
‘relevant’ people
Facebook Targeting
- Check previous buyer profiles in own CRME.g: people booking trains to South of France
- Upload the ‘opt-ins’ to Facebook
- Find similar profiles in Facebook
- Push the FB advertising to relevant profiles
Results:
0,90€ CPM
3,38€/conversion (< SEA & other ads)
947 trips to 1463 trips sold
with lower ad costs
Destination mieux
Planning: Searching and comparing phase
Behaviour based relevance
- Google Keyword known (40% SEA)
- Device is known
- Interest profile stored in Sitecore
- Different content based on Google Search
- Responsive design / mobile site / app based on device
- Responsive E-mails
- Different offerings/functionalities based on profile
Behaviour based relevance
Returning booker Price seeker
Device relevancy
- April 2013 12% non desktop traffic
- April 2014 22% non desktop traffic
Based upon device identification redirect to:
Smartphone: native app or mobile site
Desktop/(mini)-tablet: responsive design
Relevance in E-mail Capture & Sending
E-mail capture optimisation
- Show relevant opt-in screen
- Based upon highest opt-in probability
- Based upon destination/train of interest
Send ‘interest’-based information in e-mail
newsletters
Results:
800-1000 extra quality opt-ins
Open rate emails: 64% ( 3 x normal rate)
Responsive Emails: +15% CTR / double mobile
Optimize advertising costs through relevancy
Follow visitor on
website & register
interest
Store interest via
cookie
More relevant banners
More effective spending
Show interest based, dynamic banner ads
More effective bidding/ ad space buying
More effective Ad spending overall
Be relevant on other sites
Put our offering & technology at disposal in a
B2B relationship:
- Marketing effort by partner
- Guide traffic to unique product offering
- Via our booking module (commission)
- Partner look & feel
Results
Overseas customers tripled in 4 months
Good for 2,500 to 3,500 new orders/month
No cannibalisation BE home market
Destination mieux
Optimize Relevancy during Booking
Geolocalisation relevancy in booking
Close monitoring of every step of booking
- Execute Multivariate & A-B tests
- Monitor & evaluate closely results
- Significant differences per country/device/browser
Results in Optimal booking screens based upon
country, device, browser type
Future: segment based booking differentiation
(new vs existing customer)
Geolocalisation relevancy in booking
4 versions of last pages before payment
- Optimal version Belgium
- Original best for ex-BE visitors
- IP based push of optimal version in BE
- Keep original for rest
Results BE market:
+6,800 orders yearly
+ 815K € yearly
+ IP based Payment
options
Winner Belgium
Original
Geolocalisation relevancy in booking
8 variables tested in 64 combinations
- Optimal version all countries
- Except for Belgium – fr speaking
- IP + language based differentiation
Pushed winner version
14.03% uplift to confirmation page
34,000 extra orders/year
4M€ extra revenue/year
“Our own4 Million button!”
Winner Overall but be-fr
Original
Booking – shopping basket abandonment
E-mail who did not converted: “Price availability”
After 1 hour + after 4 days = crucial phase
Results:
Very high E-mail open rates: 60%
Clicks to conversion ratio: 30%
Good for 500 – 600 extra ‘lost’ orders
Bye, bye local sites…welcome global site
B-Europe.fr
• Language: France
B-Europe.co.uk
• Language:English
B-Europe.de
• LanguageGerman
B-Europe.com
• LanguageEnglishFrenchGermanDutch
1 .COM global & intelligent site
• Browser language
• IP geolocalisation
• O-D based content
• Customer profile based
Relevancy in Service/support
- High interaction Online & Contact Center:
e-mail offers < 12h , Social media < 2h
- Screensharing/Call-Back/Chat
- Only shown in certain cases:
Optimal service level
Average time on critical page
Known, logged customer
High basket value
Payment/ site problems
Hugh uplift in drop off rates in specific situations
Destination mieux
Experience & Sharing
Customer intimacy after booking
- Send relevant afterbooking & pre-travel email
- Multi-Channel: mobile users – frequent/business
traveller priority lines in station/ in contact center
Get customer insights & build relationship:
- Trustpilot rating after booking
- Share/ ask / complain via Social Media
social support: within 2 hours, 4 languages,
social aftersales
- Crowd testing new developments (via Facebook)
Our growth….the result of many actions….
- Our growth is more than natural growth
- A continuous optimization process based on customer
behaviour, profiling and feedback
But….this is only the beginning….
€0
€20.000.000
€40.000.000
€60.000.000
€80.000.000
€100.000.000
€120.000.000
€140.000.000
2010 2011 2012 2013 Budget 2014
117M€
Destination mieux
THANK YOU FOR YOUR ATTENTION