NS increases conversions with hyper-personalization at scale

NS is the Dutch national hub for public transport, with nearly 35,000 employees and an annual turnover of €5 billion. With an ambition to deliver service and personally relevant marketing to each customer – yet interacting with 4 million visitors per month – they needed a way to centralize and scale the delivery. Relay42 offered the right solution; to automate and orchestrate the marketing execution of NS, with remarkable results.
Conversion rate uptake
The Challenge


NS first turned their hyper-personalization efforts to their website and later expanded to other customer touchpoints. The Relay42 Platform activated tailored messaging, smartened through connected data with messaging varying from relevant offers to service updates – which converted customers more effectively.

At the same time, the marketing team was also able to save unnecessary budget spend which may have been wasted on primitive re-targeting of all NS visitors, without a layer of intelligence from the Relay42 Platform.

This ability to distribute messages effectively with Relay42 resulted in a Conversion Rate uptake of +14.9%.

The Solution

Orchestrating a seamless journey

The growing connections of the Relay42 Platform allowed the NS marketing team to not only target customers via Email, but also serve them personalized offers in real-time on other channels they had interacted with – whether this involved touchpoints like Website, Display networks or even television.

With Relay42, the orchestration of a seamless journey across multiple touchpoints is achievable for NS.

In this case, it resulted in a 776% increase in Click-through Rate on the personalized website homepage.

We would like to consistently serve relevant communications to our customers in all communication channels. The Relay42 DMP platform helps to orchestrate this and improve the customer experience of our website and increase the relevance of our content in advertising.

Ron SchneiderHead of Marketing & Sales

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