The Client

Northern, the trading name of Arriva Rail North, is a train operating company in Northern England and is a subsidiary of Arriva Trains UK.

The Challenge

Northern had a huge amount of data but were struggling to fully understand their customers. They knew that if they could analyse the data and redevelop their customer experience they could improve sales, conversations and revenues.

The Strategy

We integrated all the data into Edit’s in-house data marketing product. This gave Northern a single view of its customers, while our marketing technology enabled the company to unlock the insights in its data.

We designed a tailored CRM programme, enabling relevant personalised journeys based on customer type, activity and value. As a part of this, we developed dynamic content deeply rooted in data.