It was a kick in the teeth for East Midlands Trains when they realised commuters were purchasing their onboard Wi-Fi, then going to the Trainline’s website.
They can do everything the Trainline can: show you live train times and schedules, book your next train journey, even for a competitor network like Northern Rail. But what’s more, return journeys on East Midlands Trains are £2 cheaper when booked through their own website.
YoY, East Midlands Trains had been losing website traffic and knew they had to do something to take back market share from the behemoth, but with fewer resources and smaller budgets, they didn’t know where to start.
A competitor bidding strategy would be inefficient with brand names like “trainline” having expensive CPCs, low relevancy, and even lower performance. Also, if Trainline became aware we were bidding on their brand terms and decided to turn on activity, we would not be able to compete with their extensive budgets.
East Midlands Trains’ overall objective was simple: to drive online sales and recapture market share from Trainline.com, whilst using their small budget in the most efficient way possible.