Motorway Loyalty Program

Transcription

1 Motorway Loyalty Program Viagens & Vantagens (Trips & Benefits) ASECAP Rome, February 2016

2 WHY LOYALTY PROGRAMS? Tool for companies to grow and retain existing customers. Throughout continuous initiatives increase customers retention and their lifetime value, and acquire valuable knowledge about them. 2

3 BRISA MAIN GOALS Reduce the cost rational of using motorways (+ business) Increase interaction & engagement (+ reputation) Increase Via Verde client base & retention (+ automation) Acquire knowledge (+ mkt intelligence) 3

4 CLASSICAL MODELS DO NOT APPLY TO MOTORWAY BUSINESS % OFF CANNIBALIZATION CHALLENGE. BUY N GET 1 FREE CANNIBALIZATION CHALLENGE. EARN & BURN CANNIBALIZATION & VALUE CHALLENGE. EXCLUSIVE MEMBER BENEFITS OFFER CHALLENGE 4

5 THE CHALLENGE Deliver value to client avoiding cannibalization 5

6 OUR APPROACH Value to client Cannibalization Motorway discounts on new trips LEISURE TRAVELLING OCASIONAL & VOLATILE DEMAND LESS CANNIBALIZATION Discounts supported by partners SERVICE AREAS & AUTO ECOSSYSTEM DAY TO DAY NEEDS NO CANNIBALIZATION 6

7 LEISURE TRAVELLING GET PEOPLE TO TRAVEL INDUCING NEW (AND UNEXPECTED) TRIPS 7

8 TAKING FULL ADVANTAGE OF OUR POTENTIAL. 8

9 STRONG NATIONAL BRAND.

10 HIGH CAPACITY & QUALITY NETWORK. 10

11 A COUNTRY WITH LEISURE DIVERSITY. 11

12 A COUNTRY THAT INVESTS IN TURISM. 12

13 MORE THAN 3 MILLION VIA VERDE CLIENTS. 13

14 PEOPLE EAGER TO TRAVEL. 14

15 OUR GOAL. 15

16 MAKE JOÃO, FROM LISBON, WHO LOVES TO RUN PARTICIPATE IN OPORTO MINI MARATHON. 16

17 FIND A WAY TO HAVE JOSÉ, FROM OPORTO HEADING TO ALGARVE MORE OFTEN TO PLAY GOLF. 17

18 TO HAVE PAULA, FROM SETUBAL, A PASSIONATE FOR NATURE, ENJOY A FEW DAYS IN DOURO. 18

19 HOW CAN IT BE DONE? 19

20 ACTING ON FACTORS THAT INDUCE BEHAVIOR CHANGE. 20

21 FACTORS THAT MAKE PEOPLE TRAVEL ON LEISURE: 1. DOING THINGS THEY LIKE. 2. HAVING BUDGET. 3. HAVING TIME. 21

22 FACTORS WE CAN INFLUENCE: 1. DOING THINGS THEY LIKE. 2. HAVING BUDGET. 3. HAVING TIME. 22

23 SEGMENTED OFFER. 23

24 Offering what is important for each and one of us 24

25 THE BEST OFFERS IN PORTUGAL. 25

26 Online travel agency

27 UNIQUE BUNDLE. HOTEL + ACTIVITY + OIL + TOLL Trip discounts 27

28 Discounts on tolls & oil & other concessions 25% discount 8 to 20 c / lt 28

29 VIA VERDE POINTS. 29

30 REWARD VIA VERDE USE Accumulate point every day. Just by using Via Verde 30

31 PURCHASE OFFERS AT VIA VERDE WEBSITE/ APP 100% digital. 31

32 INDUCING ETC TRANSACTIONS & MOTORWAY TRAFFIC. 32

33 GENERATE EXTRA ETC REVENUES Motorways & Parking 3.0 M users Others (Oil, Ferry, McDrive) 0.1 M users Expected to increase other services users 33

34 GENERATE MOTORWAYS EXTRA REVENUES Average Trip Toll 21 Discount -6 Cannibalization -8 Each sale is expected to have a positive impact Extra revenue 6 34

35 Toll discount GENERATE MOTORWAYS EXTRA REVENUES Canibalização Cannibalization Desconto 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% % % % % % % % % % % Low risk for concessions 35

36 AUTO DISCOUNTS. CAR RELATED PRODUCT & SERVICES SERVICE AREAS DISCOUNTS. DISCOUNTS & EXCLUSIVE OFFERS 36

37 PRODUCTS AND SERVICES ECOSYSTEM Via Verde saves in all car related costs SERVICE AREA F&B VEHICLE INSPECTION CAR SERVICES CAR PARTS & ACCESSORIES CAR GLASS REPAIR RENT A CAR INSURANCE 37

38 PRODUCTS AND SERVICES ECOSYSTEM With market leaders in Portugal SERVICE AREA F&B VEHICLE INSPECTION CAR SERVICES CAR PARTS & ACCESSORIES CAR GLASS REPAIR RENT A CAR INSURANCE 38

39 Service Area discounts 39

40 WHAT HAVE WE ACHIEVED? 40

41 Viagens & Vantagens lauched on October the 23th 41

42 MEMBERSHIP To date: members; sales Goals 12 months Medium term 30% (500k) 60 % (1.000k) 42

43 DIGITAL ECOSYSTEM An new integrated digital ecosystem Site APP Social media Direct channel to each individual & ability to collect data gaming WIFI 43

44 DIGITAL ECOSYSTEM New APP & new site 5 million page views 20 k daily site users (x3) More frequent & relevant content Better info gathering from clients 44

45 DIGITAL ECOSYSTEM New APP & new site Self care 47% Tools 12% Sales 13% General site Visitors account for 27% 45

46 DIGITAL ECOSYSTEM ing tools Addressing 1 million customers Higher relevance of contents Digital newsletters Good performance 46

47 DIGITAL ECOSYSTEM Social media Start relation: engagement, customer service and sales 47

48 DIGITAL ECOSYSTEM Social media 48

49 DIGITAL ECOSYSTEM Wi-Fi network Customer service and complementary digital channel 49

50 WRAP-UP. 50

51 We had a good start Successful set-up of a new digital ecosystem Successful set-up of a new partnership ecosystem Very happy with customer acquisition & engagement But we are still in the beginning

52 Grazie.