Richmond upon Thames
March 2, 2006
With an average of over 7.5 million unique visitors every month, Voyages-sncf.com is France's largest e-commerce site and the second largest travel site in Europe. Voyages-sncf.com has chosen Neolane to develop and personalize its relationship marketing campaigns in order to drive customer loyalty.
Since its creation in June 2000, Voyages-sncf.com, a subsidiary of the French National Railways, has developed into France's largest e-commerce site and the second largest travel site in Europe. With a growth rate of 48%, 4.5 million registered customers and 16.9 million online transactions, consolidated turnover for 2005 reached 1,159 million Euros for the year 2005. In the hotly-contested market of on-line travel, Voyages-sncf.com wanted to evolve its ‘product-oriented' marketing strategies towards more 'customer-oriented', personalized, relationship marketing strategies and decided that a specialized solution was required.
After an international call for tenders that attracted offers from all the main suppliers in the marketing-automation arena, Voyages-sncf.com settled on Neolane. Neolane's flagship product, won over the on-line travel specialist with its advanced functions for modelling, automating and industrializing the different steps in managing marketing and communication campaigns. The Neolane solution, which is the culmination of Neolane's "Frictionless Marketing" initiative (integrating all the components of the relationship marketing chain), includes a collaborative workflow engine to harness the talents of both external agencies and internal teams in creating, validating and executing marketing actions.
Voyages-sncf.com thus aims to reduce campaign lead times and automate authentic, fully-personalized relationship mechanisms. Detailed tracking and history of customer reactions will also be used to enhance knowledge of the customer base and provide actionable information to improve customer lifetime value. Future communications will be more highly targeted, more personalized and provide better ROI.
"This endorsement by Voyages-sncf.com follows a long line of reference accounts who have placed their trust in us. It also confirms the relevance of our integrated approach to relationship marketing - Frictionless Marketing - and the added value that our solutions provide," said Neil Anderson, Managing Director of Neolane UK.
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