Arriva mobile ticket app drives 1-to-1 marketing

A mobile phone application enabling passengers to buy tickets on over 1,000 routes nationwide is allowing transport group Arriva to develop more personalised marketing activity. The m-Ticketing platform was introduced six months ago by Concept Design Technologies and uses the InterSystems Caché object database.

As part of a customer-focused IT strategy, Arriva has already sold over 300,000 tickets via the app, which runs on nine out of ten mobile devices. The system allows the company to transmit small quantities of data at apparently broadband speeds and is one of the largest deployments of its kind.

Information captured from purchases is now being deployed into Arriva’s marketing strategy. Marketing manager Mike Woodhouse said: “Mobile purchasing is the future for travel companies. We are delighted that we have made such quick progress in such a short space of time, moving from the pilot stage to nationwide roll-out within six months – and are now reaping the rewards.”

Customer needs and purchasing patterns from the ticketing database are now being analysed. By giving the company a direct relationship with passengers, Arriva is now able to develop one-to-one propositions, cross-sell products and offer value-added services.

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