Ecommerce Summit: Client Case SNCB

The agile relationship marketing suite

SNCB case From email marketing to E-commerceMarketing Productivity and ROI practices

Agenda

Learnings out of real campaigns

ROI how does it work?

1

2

3

Marketing Orchestration

Who is ACTITO?

• Relationship Marketing Suite

• Tool including expert services

• Progressive mktg Automation

• Proudly made in Belgium

Who is SNCB Europe?

A few figures

A booking tool that is efficient and easy to useE-shop - App

250.000 sales

per month

The best fares

Customer service 7 days a week

Over 1000 destinations with multiple

carriers

CHALLENGE : How to leverage email marketing to boost E Commerce

in a large organization ?

The Art of Orchestration

Team and skills

THE SKILLSMEET THE TEAM

CopyAnalystDesignerIntegratorProof readerCoordinatorCampaigner…

You are a part of the success

Let’s have a look at a full campaign

Workflow to empower collaboration

PRODUCTIVITYRIGHT MANAGEMENTBRAND BOOK

Belgium is complex

Segmentation is KEY

THE RIGHT MESSAGE TO THE RIGHT PERSON

Productivity

WYSIWYGMULTILINGUALRESPONSIVECORPORATE GUIDELINES

Test or Die

Ladies are the best

Get it out

TIME TO CAMPAIGN IS KEY

Make Enterprise Software People Actually Love

WE DID IT !

Agenda

Learnings out of real campaigns

ROI how does it work?

1

2

3

Marketing Orchestration

Focus on Thalys & Eurostar

In depth analyzes of a campaign

40%

27%1%2%

1%

7%2%2%

1%

Where the sales come from

56%

Multibuy

12%

It’s more than a single day sales

Friday

Saturday

Sunday

Monday

Tuesday

Wednesday

ThursdayFriday

Saturday

Sunday

Monday

Tuesday

Wednesday

ThursdayFriday

Daily Sales

Do we need promo to sell?

No we don’t

1 year of learning's

12%Web

46%Email

TRAFFIC

1 year of learning's

138%

1 year of learning's

Basket Value For Mobileis 25% higher

Agenda

Learnings out of real campaigns

ROI how does it work?

1

2

3

Marketing Orchestration

How do we measure?

What is a Goal

How do we drop the cookie

https://www.b-europe.com/Voyager/Pratique/Mentions%20l%C3%A9gales/Vie%20priv%C3%A9e

The Funnel

Email Website Visit

Cookie drop

Product selection

Order Confirmation

Goal Reached

What do we with the info?

Dashboard

Customer enrichme

nt

Segmenta-tion

What you should remember

Ecommercelives with Email

Mobile isupselling

Smart dataLeads to ROI

Rightsourcing1+1=3

THANK YOU

Bart AlbrechtE-marketing Manager - NMBS EuropePhone: +32 2 528 27 [email protected]

Jonathan WuurmanACTITO EvangeslitPhone: +32 477 47 43 [email protected]

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