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Corsica Ferries: boosting the average shopping basket of France's leading ferry operator
Cosa helped Corsica Ferries, France’s leading Mediterranean ferry operator, to optimize its e-commerce site. Our mission was to streamline the customer journey and enhance complementary services to increase the average basket, while preserving the company’s historical DNA.
A customer experience at the heart of the company’s digital strategy
Overview
With 60 years of maritime expertise and 900,000 passengers a year, Corsica Ferries is a leader in transport between mainland France and Corsica. In 2023, faced with changing customer expectations, the company called on Cosa to modernize its digital approach. The challenge was to transform the transactional site into a lever for growth through cross-selling.
Context
Despite sales of €300 million and an overhaul of its e-commerce platform, Corsica Ferries wanted to make better use of its extensive offer (catering, cabins, WiFi packages). The complexity lay in the diversity of its clientele – multi-generational and international – requiring increased personalization of the purchasing path.
Briefly
Our support combined a UX audit, customized CRM deployment and a personalization strategy, to enable Corsica Ferries to optimize the value of its complementary services for its wide range of customers throughout the purchasing tunnel.
Results / Impacts
+270%
increase in sales for the “Donate to the Forest project” option
+108%
increase in sales for complementary services
+20
redesigned marketing e-mails
Solutions
Customer-centric immersion
A methodology combining UX and marketing expertise was deployed, to identify the needs and expectations of different customer segments through two complementary visions. This process included a visit on board the ferries to map the actual customer journey through a user journey map. Complemented by qualitative interviews and a survey of recent customers, this immersion revealed the main frictions to be resolved.
Optimization of the purchase funnel
As early as the diagnostic phase, quick wins were identified to make the online experience more fluid. The strategic recommendations also included longer-term structural changes with a high potential impact: rethinking the hierarchy of complementary offers and adapting suggestions to customer profiles.
CRM: tailor-made support
After a detailed audit of a dozen CRM solutions, we proposed the most appropriate solution for Corsica Ferries: one that was both quick to implement, and offered real possibilities in terms of personalizing customer paths.
