1. Innovation in multichannel marketing: DSB s-more How The Danish Railways Drive Brand Equity and Sales using Multi-Channel Marketing

2. Business Challenge and Solution Strategy The vast majority of DSB customers use the rail network as seldom as possible, simply because travelling by train is: Low interest Low prestige DSB wanted to convert a small proportion of low-frequency travellers into high-frequency travellers DSB have estimated the incremental value of converting a traveller from low-frequency (travels seldom, buys a-ticket-per-trip) into a high-frequency (travels almost daily and has an ’all-you-can-eat’ season ticket) to approximately 600 DKK, or £70 stg per annum DSB and their agency, Wunderman chose a strategy of frequent interaction with travellers in order to build awareness and maintain Top of Mind with their audience

3. First step - DSB Wildcard MGM About Wildcard For teenagers between 16-25, or students Up to 50% discount on domestic train tickets and 20% on Øresunds tickets Special discounts on InterRail, RailPlus Youth, exhibitions, and other major events in Denmark Business challenge To create and execute a MGM campaign and to test the effect of integrated campaign execution towards holders of DSB Wildcard Ensure that MGM and integrated marketing actually works Wildcard campaign run twice Solution Cardholders were sent an email with an incentive to refer one or more friends to purchase a DSB Wildcard. For each friend that signed up, the person referring received a voucher for a free travel with DSB to a domestic destination of his/her choice. A B A/B Test method Two groups were created to test the value of multichannel integration – group A received only the email whereas group Bwas also notified by SMS to check their inbox shortly after the email was sent. SMS SMS Friends Friends Sign Up Sign Up Card Holder Card Holder Voucher Voucher

4. Danish Railways increased click-through by 58% utilisingsimple multichannel mechanisms Campaign microsite – business goal is ’refer-a-friend’ Promotional email: call to action is URL 58% higher conversion Conversion = 100 Campaign microsite – business goal is ’refer-a-friend’ Promotional email: call to action is URL Conversion = 158 Email triggers alert SMS: ’”check your inbox – cool offer from DSB” Source: Danish Railways

5. Next step - DSB Loyalty: S-more About the DSB Loyalty Programme: S-more Loyalty programme structure with: Bronze, Silver & Gold customers Personalized experience, benefits, events etc. for signed up customers Dynamic content based on customer information, customer value, activities and seniority More than 25,000 variations Business challenge Develop loyalty, brand perception and lift customers in hierarchy, capture customers information and behavior Solution Create a personal web based loyalty programme (S-more) with dynamic contents and data collection to ensuring relevance throughout the customer life cycle. Drive traffic with personal trigger-based e-mail/SMS/WAP push. Services City Par City Pas Benefits Coffee on train Fast-track Bonus Free trips Based on which kind of service a customer has used, related extraservices/benefits/bonuses/ are offered to pull him/her up the hierarchy High customer vallue Subscriptions & services 1 Subscriptions & services SeasonTicket & services 2 SeasonTicket Tickets & new services 3 Low customer vallue Subscriptions & new services New customers

7. CardRetrieve Customer Data: “ Answer 3 easy questions and get better advice” Competitions S-train news Get travel info directly on your mobile S-train news for you travel route

8. Events & Competitions Enter this month’s competition Get your S-event ticket Latest competitions Get the latest competition info straight to your mobile Win 5000kr shopping mall gift certificate Upgrade and get more benefits

9. S-more now encompasses a broad variety of touchpoints between DSB and its passengers Personalised Mobile Portal Social media on mobile Fast track at ticket sale for S-more Members Personalised Emails Dear John Regards DSB Personalised Online Portal Facebook SMS, MMS and mobile ticket vouchers TV

10. An enormous 11% of travellers in S-More have shifted from low-frequency travellers into the valuable high-frequency segment as a result of S-More Extract from online’Markedsføring’

11. More importantly, DSB’s own calculationsindicatethat the S-Moreprogramme has increased their revenue by in excess of 29 million Danish Kroner, or £3.5m stg Number of passengers having upgraded ~ 6,050 Revenue increase per passenger ~ 600 DKK Average lifetime of a passenger ~ 8 years Revenue increase 29 mio DKK = x = x