NMBS Case: How to Build a 100M€+ Online Business within a 100 year old company: B-Europe.com...

Destination mieux

B-EUROPE DIGITAL EVOLUTIONS AND LEARNINGS

How to build a €100M+ online business within a 100-year-old company

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WHO IS SNCB EUROPE

WHAT DO WE STAND FOR

250,000sales per month

7/7 customer service

The best fares

>7,000 destinations with multiple

carriers

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MULTI CHANNEL

Internet only channel that increases

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FROM A COAL ENGINE TO A HIGH-SPEED EVOLVING E-COMMERCE PLAYER

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INTERNET GROWTH YOY FROM 2009 UNTIL 2015

2009 2010 2011 2012 2013 2014 EST 2015

SNCB Europe revenue internet

+58% -3%

+26%

+19%

+15%+6%

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WHAT FUELLED OUR ONLINE GROWTH?

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CONVINCING DIRECTION

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SET UP A NO-NONSENSE STRUCTURE

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WebsiteCompetition SNCB EuropeDIFFERENTIATE IN THE MARKET

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GET AWAY FROM THE CHURCH TOWER

Sales % SNCB Europe switch to other countries

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LISTEN TO YOUR CUSTOMERS

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SPECIFICEXAMPLES

Acquisiti

on

Usability

Customer focus

Retentio

n

ACQUISITION

Acquisition Usability Customer focus Retention

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USE BIGGEST CRM IN THE WORLD AND TEST

A B

CPA -56%Conversions +127%

Thalys Youth promo: what would convert best?

Source: Facebook

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FIND PARTNERS TO STIMULATE GROWTH

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OFFER E-MAIL SUBSCRIPTION BASED ON THEVISITOR’S INTEREST

OLD NEW

+78%fill in rate

Source: IgnitionOne

In the past: global display campaigns good for branding

Now: only performance-based budget we switched to remarketing, this is more cost efficient

DISPLAY CAMPAIGNS

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Visit Don’t Book

€

USABILITY

Acquisition Usability Customer focus Retention

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RESPONSIVE SITE INCREASES CONVERSION RATE

Traffic YoY 0,18% 58% 105%

Conversions rate increase 8,74% 384% 555%

Desktop Tablet

Source: Google Analytics 2014 vs January - March 2015

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CREATE RESPONSIVE E-MAILS

20% open E-mail on mobile device

Revenue via E-mail increased YoY by 76%

Source: Actito

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A/B TESTING BIG EFFECT ON REVENUE

A B

Conversion ratio +14% Yearly millions extra revenue with 1 test

Test on train offer page: add buttons What is the effect?

Source: Webtrends (98% confidence)

Acquisition Usability Customer focus Retention

CUSTOMER FOCUS

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LEARN FROM REVIEWS AND RESPOND

Source: Trustpilot

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LIVE CHAT

HELP YOUR CUSTOMERS DURING BOOKING

Categorize chats

25% who started chat buy a ticket

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Target try to answer within 30min

Dedicated team

Trained to answer on social media

CUSTOMER CARE ON SOCIAL MEDIA

30min

Source: Engagor

RETENTION

Acquisiti

on

Usability

Customer focus

Retentio

n

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GUIDE YOUR VISITOR AFTER THEIR SALE

+2 days after

booking

-2 days before travel

Open 70%Click 26%

Open 60%Click 33%

Booked

Source: Actito

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OUR FUTURE CHALLENGES

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• CRM segmentation: Offer different content, services and products to segments

• Behavioural-based website content/offering

• Optimise mobile platform/sales

• Better integrate offline & online communications by using ‘National’ reach of SNCB

DO MORE WITH LESS

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Contact detailsBart AlbrechtE-Marketing Managerbart.albrecht@b-rail.be