Case Study: ØresundsBroen achieves 35,000 new passes sold and 20,000 hours saved with SAS Customer Intelligence

Drive traffic and profits with customer intelligence

ØresundsBroen, the toll bridge and tunnel linking Denmark and Sweden, needed to turn operational data into revenue by personalizing marketing for its 180,000 toll-pass customers. The challenge was to move from a product-focused model to customer-focused communications that increase crossings and loyalty without spamming users.

Using SAS Customer Intelligence and related SAS tools, ØresundsBroen built 15‑attribute “DNA” profiles from toll scans, rewards data and behaviors to power individualized weekly emails, event-based alerts and targeted offers via customer service. Within months the program sold 35,000 new passes, saved about 20,000 work hours through automation, produced higher email open and click rates (around 30% open), and is expected to deliver roughly an extra half crossing per customer while improving cross-department transparency.

ØresundsBroen

Karsten Längerich

Head of Leisure Segment