1 / 7

TRANSPORT FOR LONDON

TRANSPORT FOR LONDON Presentation to the third meeting of the Moscow International Transport Expert Council Promotion of contactless payment cards Author: Simon Wainberg, Commercial Finance Date: 01 October, 2015.

ogordon
Download Presentation

TRANSPORT FOR LONDON

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. TRANSPORT FOR LONDON Presentation to the third meeting of the Moscow International Transport Expert Council Promotion of contactless payment cards Author: Simon Wainberg, Commercial Finance Date: 01 October, 2015

  2. Transport for LondonOwner and operator of one of the largest integrated transport networks in Europe

  3. Promotion of contactless paymentCampaign overview • Contactless introduced late 2013 on buses and mid 2014 on LU/Rail – supported by multiple campaign ‘waves’ – from Nov 13 onwards • Current campaign launched Apr-15 • Vibrant and distinctive campaign designed to educate existing customers • Designed to distil complex message down into simple illustrations • Each poster communicates a distinct piece of helpful, relevant information which aids their understanding as how to best to pay for travel Best value for customers Go Contactless (Encouraging switching) Information (customer benefit) Customer education (Customer reminders)

  4. Campaign successIndividual poster recognition Jun-15 (%) Individual poster recognition Jun-15 (%)[Average no. of posters recognised: 2.7] Not tested Not tested Not tested Not tested Not tested W13 W14 W13 W14 W13 W14 W13 W14 W13 W14 W13 W14 W13 W14 W13 W14 W13 W14 W13 W14

  5. Campaign feedbackWhat people said they liked or disliked – July 2015 • Most customers like that the campaign is colourful, eye-catching, and clear.Things people didn’t like, such as confusing and difficult to read (e.g. text too small)were mentioned to a lesser extent, as seen previously.

  6. Customers who have and use contactless payment cards 14 17 18 20 27 28 33 30 38 41 49 51 52 64 68 68 68 69 Ownership of contactless:

  7. Contactless payment card growthTrend on Bus and Tube / Rail Services

More Related