Federica Bonfanti
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Greyhound Digital Transformation


Digital Transformation is defining our era.

Greyhound has significant growth ambitions, and the strategy for the transformation is a simple one: leverage digital platforms to boost travel frequency with existing passengers and increase the number of new customers. 

All while developing a brand which stands as an American icon and creating a brand platform for engagement with the audience across all channels.

Our Approach

Our Approach

We structured a programme of work to help define the digital strategy: through this strategy process we created a digital personality and values system for the brand.

How it should feel to interact with the brand, and how it should behave in times of promotion and support.

We then started to bring that to life, turning theory into principles, then into creative exploration and a finally a detailed plan for content.

Finding the balance

Finding the balance

We knew we had to keep customers engaged in content heavy screens, and we wanted to wow them while on the website, so we balanced every page with beautiful illustrations, inspirational photography and crafted visuals.

We managed a team of visual designers, illustrators and photographers to inject every page with Greyhound personality: authentic and true.

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The Second Challenge

The Second Challenge

To gain customer’s trust and flip the conversation around the brand,
we created a new section dedicated to travel stories, where we followed our customers through their greyhound journey and we documented every step of their trip.

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Or ‘the real deal’. The conversion moment is the most delicate: an intuitive e-commerce was what was going to make the real difference in terms of success of the redesign.

We ensured that every step in the customer journey was measured from first touch, to ticket purchase and beyond.

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The result

The result

The results show that our customer focused approach has paid off with the new help and information content driving a 3% increase in conversion rate leading to over $2 million revenue increase since launch.

And new inspirational content drove e-commerce traffic and delivered $150,000 in added revenue.

The Result

The results show that our customer focused approach has paid off with the new help and information content driving a 3% increase in conversion rate leading to over $2 million revenue increase since launch.

And new inspirational content drove e-commerce traffic and delivered $150,000 in added revenue.

The project won two BIMA Awards!

The project won two BIMA Awards!