case study fullsix - sncf
DESCRIPTION
Notre approche : Production de site internet à destination des téléconseillers , nouveaux sites cartes commerciales 12-25, Senior, Enfantplus, Escapades, et nouveau site Grand VoyageurCréation de l’ensemble des supports de Marketing Direct : mailings, guide, catalogue, carte personnalisée Supports de communication en gare : affichage réseaux payants ou points de distribution, totems, leaflets remis en guichetsTRANSCRIPT
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SNCF
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Enjeux : • Accroître et préserver la clientèle privée/loisirs des porteurs de cartes commerciales.• Piloter 30% du CA Grandes Lignes (soit 1 Md€) et valoriser l'actif client.
Notre approche :• Production de site internet à destination des téléconseillers , nouveaux sites cartes commerciales 12-25, Senior, Enfantplus, Escapades, et nouveau site Grand Voyageur•Création de l’ensemble des supports de Marketing Direct : mailings, guide, catalogue, carte personnalisée• Supports de communication en gare : affichage réseaux payants ou points de distribution, totems, leaflets remis en guichets …
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Programme de fidélité
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Programme loisir « Gagnez à voyager »
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Dépliants et Affiches programme fidélité loisir
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Campagne de notoriété
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Cartes personnalisées
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Programme Business « Grand Voyageur »
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SNCF L’Avent du Train – Home Page
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Retrouvez Nestor
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Retrouvez Nestor
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Lancement du e-billet auprès des « Grands Voyageurs »
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Evénements en gare et Salons « Grands Voyageurs »
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Résultats
Résultats :
. Programme Business : un taux de satisfaction de 92% dés le lancement du programme, un taux de qualification des emailings de 70%
. Programme Loisir : x5 l’utilisation de canaux d’achat plus économiques, x4 l’utilisation des cartes de fidélisation
. Une optimisation continue du taux de qualification email et mobile grâce aux opérations événementielles
. Une démultiplication des canaux d’interaction entre la marque et les souscripteurs
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SNCF
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Challenge : • Increase and keep the private/leisure customers apart from the discount card holders.• Pilot 30% of the Mainline turnover and promote client assets.
Our approach :• Production of a website for telesales agents; new websites for 12-25, Senior, ChildrenPlus, Escapade discount cards and a new website for the ‘Grand Voyageurs’ (Frequent Travellers)•Creation of all Direct Marketing media: emailing, guide, catalogue & customised cards• Media devices in train stations: paying networks, display or distribution points, totems, leaflets given at ticket desks …
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Loyalty program
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Leisure program “Gagnez à voyager” (Take advantage of travelling)
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Leaflets and posters: Leisure loyalty program
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Notoriety Campaign
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Customised cards
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Frequent Traveller Business Programme
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SNCF L’Avent du Train – Home Page
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Find Nestor
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Find Nestor
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e-billet launch for « Grands Voyageurs » loyalty program members
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Events in train stations and on and Trade shows« Grands Voyageurs »
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Results
Results :
. Business Program: 92% satisfactory rate as soon as the programme was launched, 70% emailing qualification rate
. Leisure Program: The use of purchasing channels increased x5 (cheaper), the use of loyalty cards increased x4
. An uninterrupted optimization of email qualification and mobile rates thanks to event promotion operations
. Expanded channels of interaction between the brand and its subscribers
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