Download - Marketing summit - Implementing real business impact in an e-commerce oriented environment
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“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
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Destination mieux
Implementing real business impact in an e-commerce oriented environment
Marketing Summit - 14th of May, 2014
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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 (%)
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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€
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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
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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.
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Destination mieux
How did we get relevant ?Some specific & practical examples
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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….
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Destination mieux
The dreaming phase
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The dreaming phase
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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
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Dreaming phase – via facebook
+ 80.000 fans
- Travel ideas
- Gift ideas
- Inspiration images
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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
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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
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Destination mieux
Planning: Searching and comparing phase
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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
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Behaviour based relevance
Returning booker Price seeker
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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
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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)
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Responsive Emails: +15% CTR / double mobile
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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
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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
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Destination mieux
Optimize Relevancy during Booking
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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)
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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
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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
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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
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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
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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
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Destination mieux
Experience & Sharing
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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)
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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€
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Destination mieux
THANK YOU FOR YOUR ATTENTION