Prior to December’s lockdown, we worked on a pilot scheme with Pret A Manger and Oxontime Connect - the realtime information service developed by Zipabout with Oxfordshire County Council - to demonstrate the potential that personalised, messaging has to support the recovery of the high street and public transport.
Our pilot scheme demonstrated how people could be encouraged back to the high street and public transport by creating incentives and rewards.
Bringing together brands and businesses of all sizes across the entire UK transport network and connecting them with their passengers has limitless possibilities, especially when it’s personalised; aligned to their journey and delivered to the right person at the right time.
The technology gives transport operators an opportunity to enhance their customer experience, reward behavioural change and develop loyalty programmes that drive growth. The feature can even be used to reward passengers for using alternative routes or less crowded services as we slowly return to normal.
People using selected Oxford Bus Company services were sent a ‘thank you’ for travelling by bus, delivered via Oxontime, as they arrived at their destination. This came in the shape of a free cup of coffee from their nearest Pret, redeemable using a QR code delivered via Messenger and scanned at the till. The code was sent to their mobile just before getting off the bus and valid for a limited time at a local outlet.
Zipabout worked with partner EagleEye, and their AIR platform to enable the seamless in-store redemption as part of the customer's journey.
“Messenger allows partners to build engaging experiences to connect with customers, without the expense of building, marketing and maintaining a separate app. As a trusted, innovative partner on our platform, Zipabout understand this benefit and have built a solution to connect retailers with transport operators across the UK. We’re impressed with the success they’ve achieved so far and support their efforts to scale their solution further within the UK and beyond.”
“We’re delighted to have been part of this trial. When restrictions are lifted, not only will the programme support the safe operation of public transport by providing unique personalised information to travellers, it will also encourage people back onto public transport so keeping our county moving.”
Having proven the technology works and can be used as an intrinsic part of the Zipabout offering on any channel - without the need for a dedicated app or intrusive geo-location techniques - we’re now planning a wider, national pilot with the Rail Delivery Group and National Railway Enquiries once travel restrictions are lifted.
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