Selling a popular brand is often considered to be easy, and for Eurostar, for services such as the Snow Train, that is certainly the case. However, it is in selling the harder seats that the Occam solution has really driven benefit in addition to creating an environment that can be used for operational and service based e-messaging as well as marketing communications.
In the current economic climate characterised by shaky consumer confidence, a positive brand perception brought about by informed and personalised marketing is essential. And, “selling the harder seats” becomes all the more important when consumers cut back on their spending.
“With the implementation of the database, Eurostar have been able to create targeted communications based on traveller behaviour and profiles. The results have been far beyond expectations.”
(Andrew Wythes – Customer Database Manager, Eurostar)
One of the world’s most successful passenger train services engaged Occam to provide a clear view of its customer base, helping it to market more effectively and assess the impact of changes to the service following the move to St Pancras.Read more...