Helping Moto to identify and reward customer groups using parking data
Estate overview
Moto is the UK’s largest provider of motorway service areas, with over 60 locations throughout the country. Customer service is at the centre of their proposition – with a mission for customers to “unwind with us and leave feeling refreshed and ready to hit the road.”
The Challenge
Utilising GroupNexus’ parking data, Moto identified various high frequency and high value customer segments and developed specific offers for these groups. They therefore needed to find a way to identify these visitors at the point of payment, along with a voucher redemption process to enable them to redeem their bespoke offers.
Moto had disparate systems all working in isolation, to allow customers to:
- Pay at a till for goods at the different retail outlets
- Receive and redeem loyalty or promotional offers
- Pay for and validate their car parking
They all required separate capex investment, maintenance and there was no ongoing reconciliation between them. As a result, there was no way to connect them together to gain a deeper understanding of customer behaviour and visitor trends, or to provide bespoke offers.
Based on their core mission it was essential for them to find a way to bring these systems together to make the customer experience easy and seamless.
Our solution
We were briefed to find a solution, a way to integrate their systems and enhance the customer experience.
Connecting our ANPR system, the machine and app payment systems and working with a new POS till provider, we established a new fully integrated approach.
Touchscreen Terminals: We installed terminals with the functionality to enable account holders and loyalty customers to be recognised, pay for their parking and receive customised offers such as food vouchers.
App: Through our payment app NexusPay, we introduced the functionality to implement a different tariff and journey for parking payments depending on vehicle and fuel-type, as well as a way to accept concession codes and provide digital food vouchers to loyalty customers.
POS Tills: We integrated the parking payment journey into the POS systems at both the manned and the self-serve checkouts, including the ability to present and validate vehicle registration using ANPR images. This allowed Moto to link all of the information about the vehicle, visit duration and frequency, to the transactions and spend within the services.
Data feed: We provided a real-time feed from our ANPR plus enhanced vehicle data into Moto’s data lake – allowing them to use this in conjunction with their own data sources to gain a deep and holistic customer view, and to delve into the behavioural trends of their frequent and most valuable customers.
The results
As Moto said, “GroupNexus’ market leading innovations provide us with the parking systems and insights to better serve our customers, and ensure that we can always deliver on our purpose to brighten peoples’ journeys through life“.