Maximizing the performance of OUIGO’s CRM campaigns with AI: An ultra-targeted approach for optimized ROI

The challenge

OUIGO, SNCF’s low-cost train offer, is based on a 100% digital model that reinvents ticket purchasing. The main challenge was to maximize the effectiveness of its CRM campaigns while avoiding overexposure of targets, which can damage customer retention and lead to lost revenue.

Optimizing CRM campaigns is a complex process. It requires:

Reaching the right audiences with controlled frequency
Preserving sales while reducing mailing costs
Controlling environmental impact by avoiding unnecessary mailings

To achieve these objectives, OUIGO and Numberly have set up AI Target Optimizer, an artificial intelligence system designed to refine campaign targeting and maximize ROI.

The solution

AI Target Optimizer is an AI-based solution for identifying the individuals most likely to respond to a given campaign.

It works in three phases:

Analysis of past purchasing behavior: The algorithm identifies weak signals and detects the audiences most receptive to offers.
Optimized targeting: The algorithm refines the selection by excluding individuals less likely to buy, and including relevant profiles that would have escaped manual targeting.
Optimal delivery channel definition: The algorithm recommends the best channel (email, push notification, etc.) to maximize engagement.

The results

Since integrating AI Target Optimizer into OUIGO’s CRM campaigns, the campaigns performances have improved significantly. The algorithm proved its effectiveness in campaigns tested in 2024, with an incremental test protocol confirming its significant impact:

Reduction of ⅔

of mailings volume, without loss of sales

Significant growth

of click-through and conversion rates on very specific objectives

SUCCESS STORY