NS increases conversions at scale with hyper-personalization

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 excellent service and personally relevant marketing to each customer — all while interacting with 4 million visitors per month — they needed a way to centralize and scale the delivery. The solution: to automate and orchestrate the marketing execution of NS with Relay42. And the results were remarkable.
Conversion rate uptake
The Challenge


NS first focused their hyper-personalization efforts on their website and later expanded to other customer touchpoints. In order to convert customers more effectively, the Relay42 platform activated tailored messaging, made smarter through connected data, with messaging varying from relevant offers to service updates.

The marketing team was also able to save unnecessary budget spend that would have otherwise been wasted on primitive re-targeting of all NS visitors, due to a new, deeper layer of intelligence offered by the Relay42 Platform.

The 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 both target customers via email and serve them personalized offers in real time on other channels they had interacted with, such as the NS website, display networks, and even television.

Thanks to the Relay42 platform, NS was able to achieve seamless journey orchestration across multiple key touchpoints.

In this case, it resulted in a 776% increase in click-through rate on their personalized website homepage.

We would like to consistently serve relevant communications to our customers in all communication channels. The Relay42 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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