Econsultancy Multichannel Innovation Dsb Agillic

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  • So here’s a very simple Agillic campaignIn a ’over spammed’ Email market, simply sending an SMS appetizer assist the open rates (as show by this case).(click)The case is easy to understand, generates value, and develops an appetite for more. Ie. Works as a proof – not the end-goal of what Agillic can facilitate.

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  • 1. Innovation in multichannel marketing: DSB s-more
    How The Danish Railways Drive Brand Equity and Sales using Multi-Channel Marketing
  • 2. Business Challenge and Solution Strategy
    The vast majority of DSB customers use the rail network as seldom as possible, simply because travelling by train is:
    Low interest
    Low prestige
    DSB wanted to convert a small proportion of low-frequency travellers into high-frequency travellers
    DSB have estimated the incremental value of converting a traveller from low-frequency (travels seldom, buys a-ticket-per-trip) into a high-frequency (travels almost daily and has an ’all-you-can-eat’ season ticket) to approximately 600 DKK, or £70 stg per annum
    DSB and their agency, Wunderman chose a strategy of frequent interaction with travellers in order to build awareness and maintain Top of Mind with their audience
  • 3. First step - DSB Wildcard MGM
    About Wildcard
    For teenagers between 16-25, or students
    Up to 50% discount on domestic train tickets and 20% on Øresunds tickets
    Special discounts on InterRail, RailPlus Youth, exhibitions, and other major events in Denmark
    Business challenge
    To create and execute a MGM campaign and to test the effect of integrated campaign execution towards holders of DSB Wildcard
    Ensure that MGM and integrated marketing actually works
    Wildcard campaign run twice
    Solution
    Cardholders were sent an email with an incentive to refer one or more friends to purchase a DSB Wildcard. For each friend that signed up, the person referring received a voucher for a free travel with DSB to a domestic destination of his/her choice.
    A B
    A/B Test method
    Two groups were created to test the value of multichannel integration – group A received only the email whereas group Bwas also notified by SMS to check their inbox shortly after the email was sent.
    SMS
    SMS
    Friends
    Friends
    Sign
    Up
    Sign
    Up
    Card Holder
    Card Holder
    Voucher
    Voucher
  • 4. Danish Railways increased click-through by 58% utilisingsimple multichannel mechanisms
    Campaign microsite – business goal is ’refer-a-friend’
    Promotional email: call to action is URL
    58% higher
    conversion
    Conversion = 100
    Campaign microsite – business goal is ’refer-a-friend’
    Promotional email: call to action is URL
    Conversion = 158
    Email triggers alert SMS: ’”check your inbox – cool offer from DSB”
    Source: Danish Railways
  • 5. Next step - DSB Loyalty: S-more
    About the DSB Loyalty Programme: S-more
    Loyalty programme structure with: Bronze, Silver & Gold customers
    Personalized experience, benefits, events etc. for signed up customers
    Dynamic content based on customer information, customer value, activities and seniority
    More than 25,000 variations
    Business challenge
    Develop loyalty, brand perception and lift customers in hierarchy, capture customers information and behavior
    Solution
    Create a personal web based loyalty programme (S-more) with dynamic contents and data collection to ensuring relevance throughout the customer life cycle. Drive traffic with personal trigger-based e-mail/SMS/WAP push.
    Services
    City Par
    City Pas
    Benefits
    Coffee on train
    Fast-track
    Bonus
    Free trips
    Based on which kind of service a customer has used, related extraservices/benefits/bonuses/ are offered to pull him/her up the hierarchy
    High customer vallue
    Subscriptions & services
    1
    Subscriptions & services
    SeasonTicket & services
    2
    SeasonTicket
    Tickets & new services
    3
    Low customer vallue
    Subscriptions & new services
    New customers
  • 6. Personalised ‘MyPage’
    Membership benefits
    Membership upgrade
    Customer profile
    - Name
    • Membership status
    • 7. Card
    Retrieve Customer Data:
    “ Answer 3 easy questions and get better advice”
    Competitions
    S-train news
    Get travel info directly on your mobile
    S-train news for you travel route
  • 8. Events & Competitions
    Enter this month’s competition
    Get your S-event ticket
    Latest competitions
    Get the latest competition info straight to your mobile
    Win 5000kr shopping mall gift certificate
    Upgrade and get more benefits
  • 9. S-more now encompasses a broad variety of touchpoints between DSB and its passengers
    Personalised Mobile Portal
    Social media on mobile
    Fast track at ticket sale for S-more Members
    Personalised Emails
    Dear John
    Regards DSB
    Personalised Online Portal
    Facebook
    SMS, MMS and mobile ticket vouchers
    TV
  • 10. An enormous 11% of travellers in S-More have shifted from low-frequency travellers into the valuable high-frequency segment as a result of S-More
    Extract from online’Markedsføring’
  • 11. More importantly, DSB’s own calculationsindicatethat the S-Moreprogramme has increased their revenue by in excess of 29 million Danish Kroner, or £3.5m stg
    Number of passengers having upgraded
    ~ 6,050
    Revenue increase per passenger
    ~ 600 DKK
    Average lifetime of a passenger
    ~ 8 years
    Revenue increase
    29 mio DKK
    =
    x
    =
    x