GNER is bringing its online booking system in-house to take control of internet sales and improve customer data.
The train operator sells tickets online through the shared thetrainline.com web site.
By running its own system, the company will be able to respond more quickly and more accurately to business and customer needs, says GNER e-commerce manager Emma Passey.
‘The new booking engine is more flexible and will improve the ticket sales process,’ she said.
‘We will offer the same services as the Trainline web site, as well as selling items such as buffet vouchers and management of our loyalty programme.’
GNER also plans to integrate the internet retail system with its customer relationship management (CRM) software to monitor sales and analyse buying patterns.
‘With all our data in-house, we can organise targeted promotional campaigns,’ said Passey. ‘It also gives our staff a single view of customer information.’
The flexibility of running its own booking system will enable GNER to exploit next-generation technologies as they emerge. New options such as print-at-home and mobile ticketing are likely future developments, says Passey.
GNER is not alone. A number of its competitors are following the same path, says Butler Group analyst Mark Blowers.
‘If the operators are fixed to the Trainline site, there is less room for innovation. Bringing it in-house offers more control and more effective branding,’ he said.
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