More than 400,000 Danes have downloaded the app, which now accounts for every third pre-booking. It has thus become a central part of Molslinjen’s operations.
Results
54%
increased revenue
+84,6%
more app users
1019%
growth in upselling
Background
Since 2016, Molslinjen has worked closely with Vertica to create seamless digital experiences for its 15 million passengers traveling across 10 ferry routes.
At the same time, Molslinjen remains focused on expanding its business, which is reflected in the acquisition of new ferry routes that must be fully integrated into its digital platforms.
This requires an agile digital setup capable of supporting the company’s ambitious goals and its commitment to delivering a flawless customer journey before, during, and after purchase.
Legislation
In 2021, the EU introduced new legislation requiring ferry operators to register all passengers traveling more than 30 nautical miles. Through a web solution, Molslinjen now has full oversight of all travelers, as passengers must enter information such as name, vehicle details, and more into the app.
This data sharing benefits customers, as the app saves previously entered information, allowing tickets to be in hand just 15 seconds after opening the app. Additionally, location software can detect the distance to the nearest ferry terminal and pre-set the route accordingly. By combining GPS data with ferry departure times, the app provides users with a comprehensive overview of which departures can be reached and the travel time to the ferry terminal.
Marginal Gains
In addition to ticket sales, the app now offers a range of add-on options. For example, customers can avoid boarding via the ramp, opt for late check-in, charge their electric vehicle, or purchase food and coffee before boarding the ferry. The app thus plays a key role in driving relevant upselling and increasing customer value.
Furthermore, customer usage and purchasing behavior within the app generate data that can be leveraged across the business—from product development to marketing.
In this context, we have incorporated two features into Molslinjen’s app designed to create added value for customers and new revenue opportunities for the business.
Results
The app is a central component of Molslinjen’s business and is essential to the ongoing ambitious digital transformation journey.
- During the first seven months of 2022, the app generated just over DKK 113 million in revenue, representing a 54% increase compared to the previous year.
- The app accounts for one-third of all advance bookings.
- The number of new app users grew by 84.6% in 2022 compared to 2021.
- Upselling from catering within the app has been developed and upgraded, leading to a 1,019% increase when comparing the first seven months of 2019 with the same period in 2022
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