About the Client
Founded in 2006 in Bangalore, India, redBus today connects various cities across the globe at just a click
of a button. redBus has revolutionized the online bus ticket booking industry by bringing together over 2,000 bus operators covering over 100,000 routes across countries. Redbus.in became a part of ibibo group via a 100% acquisition in June 2013. Today, redBus is India’s Number One online bus ticketing platform, both on mobile and desktop.
With its mobile app downloaded by over 7.5 million loyal customers, redBus has also become the largest community of bus travelers in the world.
Business Challenges Faced
redBus is an internet-based business and operates completely online. They wanted to optimize its business operations and provide relevant offers to its members to retain existing customers as well as continuously onboard new ones. It started becoming obvious for their marketing team that customers were no longer responding to the old ‘one‐size-fits-all’ approach, wherein they created a campaign (for example: offering the customer 10% off on their next ride) and then scheduled it on the calendar and sent a mass blast to everyone on their email list. Such an approach made them face challenges like:
• A high booking abandonment rate
• Difficulty in cross-selling their partner hotels based on the customers’ behavior
• Difficulty in targeting customers with personalized offers based on travel sources and destinations
• Difficulty in scheduling customer communications based on journey dates
• Difficulty in communicating return journey offers
• High checkout errors for customers
redBus sought a multichannel marketing communication solution to provide a better experience to its members. The team figured out that if they wanted strong customer relationships, they’d have to cater to people at an individual, 1:1 level. So, instead of starting with the campaign, they decided to start with the customer.
They tried capturing data on every interaction and started creating a blueprint of who that customer was, was this the customer’s first visit to their site and what channel did the customer use? Which destination(s)/category of buses did s/he look at, or booked (or maybe didn’t)? Which pages on the website did the customer visit? Did the customer sign up for email? If it’s an existing customer, what was the booking history? Such data gave them a direction to be followed with each customer, so that they could offer them a highly contextual, personalized travel experience.
redBus implemented Gamooga's intelligent customer engagement software to help improve relevant offers to its members. Gamooga provides a multichannel platform that interacts with redBus’s website, App, call center, etc. helping personalize such interactive experiences.
Leveraging the customer data from multiple sources, and gathering insights using Gamooga’s powerful Analytics Suite, the marketing team created various customer segments and sent them highly relevant, personalized messages based on their travel habits, transaction value, preferences, App and on-site behavior. Thus, shifting from a campaign centric approach to an orchestrated customer centric approach.
The impact on the bottom line has been huge; these personalized campaigns are now delivering 5X the results of previous promotional campaigns that were typically based around the campaign calendar.
Here are some specific challenges that Gamooga helped redBus overcome, resulting in 40% increase in brand value and CSAT scores.
Challenge 1: Engage customers who purchased bus ticket for cross-selling opportunities
Solution: For increasing their cross-selling capabilities (hotels in this case), every customer who booked a bus was shown a banner notification in the ‘booking confirmation’ page containing hotel recommendations at their destination city. An email was also triggered to these users within 30 minutes
of confirming the bus, recommending hotels.
For every bus-payment-abandonment too, a combo offer for booking hotels and buses together was sent to the customer within 1 day of abandonment. Using Gamooga, they could personalize the recommendations to these customers, based on the destination city, price range of the bus booked, bus booking type, etc.
Impact: Cross-channel orchestrated effort saw a 30% rise in partner hotel branding and check-ins, and a return & purchase action by customers who abandoned.
Challenge 2: Re-engage and create conversions through customers that dropped out at a certain point in the customer lifecycle
Solution: An extensive funnel dropout campaign was built based on the journey a visitor follows across the website. At every stage of the dropout, visitors were targeted with relevant and personalized messaging based on their activities on site such as bus searched, viewed, etc. Even the targeted offers were based on the source and destination, making the communication very relevant to the customer. For example, a visitor who searched but did not view any bus, was sent a browser push within 15 minutes of inactivity and further communication was based on whether the push was opened or not.
Impact: Through extensive funnel dropout feature redBus was able to get the dropped out customers to re-visit their website and the funnel dropout rates fell by 33% while bookings saw a rise of 17%.
Challenge 3: Engage users to turn into loyal returning customers
Solution: Each city had different online bus booking offer with different coupon codes. Based on the source and destination chosen by the traveler, relevant dynamic offers were shown. Gamooga enabled them to automate this activity by just drawing a 3-4 step workflow, that too in a matter of minutes. Each time they wanted to modify the offer, all they did was to update the CSV which had all offers at one place without disturbing the workflow of the campaign.
Impact: By showing relevant & dynamic bus booking offers based on the source and destination chosen by the traveler, redBus saw a 40% jump in brand value and CSAT scores.
Challenge 4: Send time-sensitive information to users timely through the right channel to improve customer satisfaction
Solution: With Gamooga, redBus could schedule communications such as sending bus tracking messages and reminder messages, [X] hours before the scheduled departure of the bus.
Impact: Through multi-channel marketing communications such as sending bus tracking messages and reminder messages, redBus improved user experience and CSAT scores.
Challenge 5: Improve return-ticket booking rate by targeting the right user segment
Solution: Customers who re-visit the site within a week of booking a bus was shown a return trip recommendation which in turn enabled the users to book return trips at the click of a button. The CTA was redirected to the link based on his previous booking history. There were various other communications scheduled, like a return trip email, SMS sent on Saturdays/Sundays for all users who booked tickets on Friday (in the same week), etc.
Impact: 1:1 personalized campaigns helped the rate of return ticket bookings to improve by 40% over a period of 6 months.
Challenge 6: Detecting and overcoming checkout error issues to improve conversions
Solution: If a customer faces an error while checking out, an email or SMS is sent with a link that lands him back to where he left the site.
Impact: Pre-configured error detection campaigns helped the conversion rates to improve by 30% and positively affected the CSAT score.