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Marketing summit - Implementing real business impact in an e-commerce oriented environment

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Marketing summit - Implementing real business impact in an e-commerce oriented environment

  1. 1. “The Marketing Summit I” Break-out 2 14:00 – 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
  2. 2. Destination mieux Implementing real business impact in an e-commerce oriented environment Marketing Summit - 14th of May, 2014
  3. 3. 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 (%)
  4. 4. 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€
  5. 5. 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
  6. 6. 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.
  7. 7. Destination mieux How did we get relevant ? Some specific & practical examples
  8. 8. 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….
  9. 9. Destination mieux The dreaming phase
  10. 10. The dreaming phase
  11. 11. 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
  12. 12. Dreaming phase – via facebook + 80.000 fans - Travel ideas - Gift ideas - Inspiration images
  13. 13. 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
  14. 14. Facebook Targeting - Check previous buyer profiles in own CRM E.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
  15. 15. Destination mieux Planning: Searching and comparing phase
  16. 16. 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
  17. 17. Behaviour based relevance Returning booker Price seeker
  18. 18. 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
  19. 19. 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)
  20. 20. Responsive Emails: +15% CTR / double mobile
  21. 21. 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
  22. 22. 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
  23. 23. Destination mieux Optimize Relevancy during Booking
  24. 24. 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)
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. Bye, bye local sites…welcome global site B-Europe.fr • Language: France B-Europe.co.uk • Language: English B-Europe.de • Language German B-Europe.com • Language English French German Dutch 1 .COM global & intelligent site • Browser language • IP geolocalisation • O-D based content • Customer profile based
  29. 29. 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
  30. 30. Destination mieux Experience & Sharing
  31. 31. 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)
  32. 32. 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€
  33. 33. Destination mieux THANK YOU FOR YOUR ATTENTION

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