Rosscraig Rolls out a Revolution

Stagecoach’s industry-leading projects to understand and interact with existing and potential customers have been pioneered by the company’s Head of Customer Insight, Elaine Rosscraig. Now Stagecoach is about to launch a loyalty card scheme which she expects to have a transformational impact on the group’s marketing abilities. James Dark finds out why she is ‘so excited’

James Dark

28 April 2011

Elaine Rosscraig: Leading a new approach to how passenger transport operators relate to their customers

Stagecoach has led the industry with its direct marketing campaigns including free trial offers. Joining the Ice loyalty scheme will open up a whole range of new marketing opportunities

Customer data gathered through loyalty card schemes is a crucial part of business planning in the retail industry and other consumer sectors like holidays and entertainment. It allows companies such as supermarkets, department stores, hotels and venues to hold precise records of what each customer buys, when they shop and how their preferences change over time. Individual customers are targeted with special offers which prompt changes in their behaviour, leading to them trying new...