Northern is the primary train operator in the north of England and operates at more stations than any other train company in the UK.
Northern had a huge amount of data but were struggling to make sense of it and fully understand their customers. They knew that if they could better analyse the data, they could redevelop their customer experience and improve sales, conversations and revenue.
We integrated all of Northern’s available data into Edit’s own in-house data marketing product, Envision. This gave Northern a single view of its customer base, as well as the ability to use our technology to unlock greater insight and utilise segmentation.
We mapped customer journeys for each niche group based on:
Activity and communication preferences
Frequency of travel
Commercial value to Northern
Using best-in-class practice, Edit also created a suite of dynamic supporting content templates deeply rooted in data. This was done to ensure Northern communications stayed on track.
Northern’s marketing team can now simply visualise and segment customers, giving them the insight to execute more targeted campaigns. This has resulted in a 21% increase in conversion rates and a 131% increase in sales.
targeted increase in sales
actual increase in sales
increase in conversion rates