Abellio Digital Marketing Strategy

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The client

We created a digital strategy for Abellio’s two main routes – Abellio Greater Anglia and Stansted Express. We reviewed their existing marketing activity and looked at what direct and in-direct competitors were doing, we then made recommendations to Abellio based on what we found from reviewing these.

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The project

We focused the strategy on the company’s own objectives, based on stakeholder sessions held with key members of the team, and then delivered a roadmap of activity scheduling all our recommendations across a two-year timeframe. Through the strategy, we recommended activity across many fields including:

Onsite improvements (Purchasing journey and overall content)
Conversion optimisation
SEO
Digital relationships
Email Marketing
Online advertising
Social media
Brand management

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The results

Our digital strategy for Abellio’s two main routes – Abellio Greater Anglia and Stansted Express resulted in a £6.5m increase in online sales.

Market share compared to initial 19%
Increase in ticket purchases

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