Overhaul of a rail operator's price range
Context
Against a backdrop of heightened competition with air transport and the development of car-sharing, a major player in the French rail transport sector is looking to review its range of fares and strengthen its competitive edge through the structure and level of its pricing.
Objective
generate additional sales by optimizing yield management and recruiting new frequent customers. The aim is also to make the range simpler and easier to understand, and more generous by offering customers more low prices.
VERTONE contribution
diagnosis of customer perception of the current fare range, contribution to marketing and technical discussions to propose scenarios for change, formalization with the pricing and yield management teams of scenarios for new offers, validation of the readability of the range by carrying out studies with customers and sales staff, study of the impacts associated with the creation of new fares, marketing hypotheses and business cases for each scenario, change management linked to the redesign of the range throughout the network.To find out more, contact our team.
