Introduction
In an era of highly developed infrastructure and digitalization, the competitiveness among railway providers is intense. Especially in developed countries with diverse routes and high population density, providing people with high-quality transportation services requires innovative approaches. Among them, one can highlight the programs that offer comfortable ticket types tailored to passengers’ needs and situations. Moreover, companies strive to make cheaper proposals to attract more people.
This proposal will consider the East Midlands Railway train operator in Great Britain and one of its major routes. Primary attention will be paid to creating a day-ticket trial with more affordable propositions. To create a qualitative sales system and attract more passengers, it is essential to assess the demographic landscape and identify which approaches align with the company’s marketing and branding strategies.
Train Operator and Its Peculiarities
While identifying key routes to explore and preparing a sales proposal for a new, cheaper, on-the-day ticket trial, it was essential to consider specific stations and transition points. As a result, the East Midlands Railway train operator was chosen as one of the biggest train operators in Great Britain (EMR map May 2022, 2023). This operator has various routes that differ in length and complexity.
As the selected route has particular peculiarities, the Liverpool Lime Street to Norwich route was considered (EMR map, May 2022, 2023). It is a long route with various stations, including transitional points that lead to other ways. Among the major cities the route leads to, one should stress Sheffield and Nottingham. In addition, it has a three-way transition point in Peterborough. In general, this way is vital to the East Midlands Railway’s entire system due to its longitude and its intersection with many other ways, stations, and routes.
Consumer Behavior and Country Analysis
The first primary exploration that needs to be conducted regarding railway operators’ and consumers’ behavior is the demographic profile of the region where the train operator operates. In addition to Nottingham and Sheffield, the East Midlands Railway passes through cities such as Derby, Leicester, and Lincoln (Grey, 2021). Therefore, the demographic aspect can be characterized by high population density, requiring greater railway capacity to serve all passengers. In addition, for consumer behavior and country analysis, it is crucial to include passengers’ income levels and job opportunities.
Given consumer behavior, people living in major cities are likely to be able to travel and buy train tickets. In addition, the railway operator could hire professionals with high-quality education from universities in these cities to enhance the company’s efficiency and revenue. In addition, East Midlands Railway, particularly the route from Liverpool Lime Street to Norwich, offers inclusive options for people with disabilities (EMR map, May 2022, 2023). It means that the demographic aspect regarding people who can use the trains of the selected train operator increases significantly. Notably, it depends not only on people with trauma but also on mothers with children, older adults, people using small vehicles such as bikes and skates, and others (Grey, 2021). Consequently, it is essential to consider the potential sales for the day ticket trial, taking into account the demographic and economic conditions along the route.
Next, it is essential to conduct a country analysis to understand the potential risks and benefits that the cheaper ticket can bring to the East Midlands Railway Company. Notably, Great Britain’s railway system is highly developed and has many train providers. They operate not only in the central country but also in Scotland and Wales. It means that provider competition is high, and cheaper tickets can play a significant role in attracting new passengers in the specific area.
The level of wealth and income of the populace is another crucial factor in examining a country. Because of its superior infrastructure and high level of digitization, Great Britain enables customers to purchase tickets easily and quickly (Grey, 2021). Many passengers have mobile phones and other gadgets that can be used to understand sales information and purchase tickets. While developing a strategy to lower ticket prices, it is necessary to explore digital opportunities to implement effective sales techniques that will attract new customers and retain veterans.
Sales Techniques to Be Used
The first selling technique to create a cheaper ticket is the use of new technologies aligned with the company’s branding and marketing. Due to the digitalization of many services, this technique will help passengers use their smartphones and other gadgets while connecting with the railway provider’s image. For example, passengers can scan QR codes at designated locations in line with East Midlands Railway’s branding to claim specific bonuses. It will not only allow them to access benefits but also increase their awareness of the railway provider’s image, such as its logotype, primary colors, and other elements (Grey, 2021). In addition, some strategies may include using mobile apps. It means that when one uses the company’s official mobile application, they receive sales on tickets and other bonuses.
The following selling method assumes the involvement of the demographic aspect and the selected route. In particular, given the large number of major cities, it will be helpful to pay attention to different population categories. For example, the proposal can assume providing schoolers and students with specific tariffs that allow them to travel on the chosen route at significant savings (EMR map, May 2022, 2023). Moreover, it may also involve aged people and those with disabilities. It is essential to retain the veterans who have used the railway company for a long time. One can develop a loyalty program for them and offer cheaper ticket prices.
Competitor Analysis and Motivating Techniques
In a competitor analysis, one should state that such companies as Avanti West Coast, CrossCountry, London North Eastern Railway, and Gatwick Express. These companies have developed route systems and highly engineered trains that deliver high-quality transportation to customers. For example, Avanti West Coast’s annual revenue was $449.6 million as of 2022 (Avanti West Coast Revenue and Competitors, 2022).
On the contrary, the East Midlands Railway has only $159.5 million per year (East Midlands Trains Revenue and Competitors, 2022). As the most effective motivating technique for the sales workforce, it is vital to state the future salary increase. It is essential to explain to the sales workforce that, in the long term, cheaper tickets will generate more revenue and, consequently, allow them to increase their salaries.
Conclusion
In conclusion, it is crucial to emphasize the need for a thorough assessment of various factors to inform the most efficient sales strategy for the railway company. Aspects such as the route’s demographics, specific transition points, and stations should be examined to understand passengers’ needs and concerns. Therefore, methods such as digitalization and loyalty programs were proposed for implementation.
Reference List
Avanti West Coast Revenue and Competitors (2022) Growjo.
East Midlands Trains Revenue and Competitors (2022) Growjo.
EMR map May 2022 (2023) Project Mapping.
Grey, E. (2021). The art of selling: powerful sales techniques and strategies to help you become a better salesperson. N.P.: LM Media.