Published on 12 Nov 2012
"We have transformed our online sales channel with the ability to detect customer behavior and respond to it as they shop. This transformation is opening up significant new revenue potential." - Michele Mangiatordi, e-commerce manager, Moby Lines S.p.A.
Customer:
Moby Lines S.p.A.
Industry:
Travel & Transportation
Deployment country:
Italy
Solution:
Cloud Computing, EMM - Digital Marketing Optimization, Industry Framework , SmartCloud - Solutions, Smarter Marketing, Smarter Planet, Social Business for Sales, Social Business Framework
Smarter Planet:
Smarter Cities, Smarter Transportation
IBM Business Partner:
WebScience
Overview
Founded in 1959, Moby Lines S.p.A. is a maritime transportation company. It owns and operates a fleet of passenger and cargo ferries on the Tyrrhenian Sea that transport customers to and from Sardinia, Corsica, Elba and the western coast of Italy. The company employs approximately 100 people and, in 2010, achieved sales revenue of USD180 million.
Business need:
For Moby Lines, a ferry operator in Italy, the website is a major sales channel, accounting for almost half of the company’s revenue. It is critical for the website to keep pace with escalating consumer expectations. So when the company’s web platform reached the limit of its functionality and performance and could no longer cope with growing traffic and evolving marketing requirements, the ferry operator had to make a change. It needed a fully integrated web portal with powerful web analytics that would enable the company to target customers with personalized content.
Solution:
Moby Lines offers an interactive online experience with a website that responds to customer actions in near–real time as people book their trips. With web analytics on the back end, the company can analyze customer behaviors on the website and segment them based on behavioral patterns and profiles. This quick assessment of who customers are and what they want enables the company to target them with personalized content as they shop. For example, when a customer searches for a ferry from Genoa to Bastia in June, the website can immediately display relevant offers to encourage the sale.
Benefits:
Boosted conversion rates by 0.5 percent, resulting in EUR6.4 million in new revenue
Increased total revenue potential by EUR13 million while keeping costs at EUR650,000, generating a 20-fold ROI
Improved marketing effectiveness through a better understanding of customer behavior, resulting in a EUR900,000 boost in revenue
Case Study
Founded in 1959, Moby Lines S.p.A. is a maritime transportation company. It owns and operates a fleet of passenger and cargo ferries on the Tyrrhenian Sea that transport customers to and from Sardinia, Corsica, Elba and the western coast of Italy. The company employs approximately 100 people and, in 2010, achieved sales revenue of USD180 million.
The Opportunity
For Moby Lines, a ferry operator in Italy, the website is a major sales channel, accounting for almost half of the company’s revenue. It is critical for the website to keep pace with escalating consumer expectations. So when the company’s web platform reached the limit of its functionality and performance and could no longer cope with growing traffic and evolving marketing requirements, the ferry operator had to make a change. It needed a fully integrated web portal with powerful web analytics that would enable the company to target customers with personalized content.
What Makes It Smarter
Moby Lines offers an interactive online experience with a website that responds to customer actions in near–real time as people book their trips. With powerful web analytics on the back end, the company can analyze customer behaviors on the website and segment them based on behavioral patterns and profiles. This quick assessment of who customers are and what they want enables the company to target them with personalized content as they shop. For example, when a customer searches for a ferry from Genoa to Bastia in June, the website can immediately display relevant offers to encourage the sale.
Real Business Results
· Boosted conversion rates by 0.5 percent, resulting in EUR6.4 million in new revenue
· Increased total revenue potential by EUR13 million while keeping costs at EUR650,000, generating a 20-fold ROI
· Improved marketing effectiveness through a better understanding of customer behavior, resulting in a EUR900,000 boost in revenue
Components
IBM products and services that were used in this case study.
Software:
WebSphere Portal Extend, Coremetrics Explore, IBM Digital Analytics, IBM LIVEmail
Legal Information
© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States September 2012 IBM, the IBM logo, ibm.com, Coremetrics and WebSphere are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.