Vom ÖPNV-Anbieter zum Mobilitäts-Dienstleister und -Koordinator: Digitale Transformation in Marketing und Vertrieb am Beispiel der Ruhrbahn GmbH

Companies in various industries are faced with the challenge of integrating digital (sales) channels and social media into their communication with their current and potential customers. They aim to act faster, more flexibly and more and more customer-oriented and ideally lower costs through optimized processes. This also applies to local public transport. At the same time, in the context of climate change, this sector has gained importance, not least because the transportation/mobility sector is lagging well behind the political targets in terms of CO₂ savings.

Against this backdrop, it is important for public transport companies to create attractive offers that support citizens in changing their mobility behavior. Ruhrbahn GmbH is breaking new ground here by launching a smartphone app with an integrated bonus system to reward travel by environmentally friendly modes of transport. Financed by subsidies and accompanied by an advertising campaign, an offer was created in collaboration with regional partners that demonstrates how digital channels and social media can be used proactively.