Solution: Digital Experience

Industry: Transport

Loyalty Program for a Finnish Transport Leader

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Increasing customer loyalty

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Building long-term relationships with customers

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A higher number of tickets purchased online via the Onnibus website and mobile app

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The Challenge

OnniBus is one of the most recognizable bus operators in Finland. Founded in 2011 in Tampere, the company serves over 2,500 stops across the country, from Helsinki to Rovaniemi, offering affordable and reliable long-distance travel.

With a modern fleet, experienced drivers, and a 24/7 operations center, OnniBus combines operational scale with flexibility and a high standard of service. As part of Koiviston Auto Group, the company focuses on simplicity, technology, and making transport accessible to everyone.

OnniBus approached us with a request to design and implement a loyalty program that would help increase customer loyalty and engagement while using OnniBus services. In the long term, this would strengthen the company’s competitive position and generate higher revenue.

The loyalty program was to include elements motivating users to use OnniBus services more frequently, for example in the form of discount codes granted after purchasing a certain number of journeys.
The solution was also to allow customers to independently check their loyalty points, discounts, and available offers in their user account on the OnniBus portal.

Riku Mehta

Chief Digital Officer, Onnibus
OnniBus

"We wanted to reward our loyal customers with a clear, easy-to-understand loyalty programme. Working closely with Univio, we identified the essential features and then delivered them on time before the summer travel peak season. We also continued to introduce additional traveller-focused improvements based on user feedback. The flexibility of the solution designed by Univio allows us to respond quickly to market changes and independently adapt our loyalty strategy to build a competitive advantage."

The Solution

We prepared the “OnniEtu” loyalty program, whose design and customer reward logic are intuitive, easy to use, and encourage active participation and online purchases. The program rules are fully configurable in terms of the number of points awarded for transactions and flexible when it comes to creating point thresholds and introducing different types of rewards.
A new section was added to the customer profile, allowing users to track their progress in the program and view the rewards they have received.
We introduced a system for counting purchased tickets, which generates a unique code for the customer after 10 completed transactions, to be used on their next purchase.
Changes were implemented in the CMS, enabling the client to independently manage selected content displayed on the Loyalty subpage.
We integrated the new promotional code generation functionality for the loyalty program with the client’s CRM system, enabling users to receive an email with the code immediately after it is granted.
In client’s internal system, we added the ability to check the points received by customers and the rewards granted to them.

The Result

Consistent, automated customer communication

Integration with the CRM enabled immediate email delivery of discount codes once they were granted.

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Better analytics and control over program effectiveness

Extending the client’s system with data on points and rewards allowed the OnniBus team to monitor the number of active program participants, as well as granted and redeemed rewards, on an ongoing basis.

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Greater customer engagement

Customers use the program and independently monitor their progress in the loyalty program in order to redeem discounts on journeys.

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More loyal customers

Customers who become accustomed to free rides are more likely to use OnniBus services more frequently.

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Riku Mehta

Chief Digital Officer
OnniBus

"Univio’s developers also played a key role in delivering the project on time and meeting its most important requirements. Their relevant, insightful questions during our regular meetings helped clarify priorities and contributed significantly to the project’s success."