Tallink Keeps Pricing and Revenue Ship Shape
Company Size
1,000+
Region
- Europe
Country
- Estonia
Product
- Blue Yonder Revenue Management Solution
Tech Stack
- Automation
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Revenue Growth
Technology Category
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Marine & Shipping
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Replenishment
Services
- Data Science Services
About The Customer
Tallink Grupp is the leading provider of premium mini-cruise and passenger transport services in the Baltic Sea region. The company is continually innovating to keep pace with growing customer demand and business expansion through automation. With on-board purchases becoming Tallink’s largest revenue stream, it became critical to take ancillary revenues into account, in addition to ticket revenues, when supporting pricing policies and revenue decisions. Tallink’s vision is to pioneer Europe’s premium and business ocean liner travel market.
The Challenge
Tallink Grupp, a leading provider of premium mini-cruise and passenger transport services in the Baltic Sea region, was facing a challenge with its growing customer demand and business expansion. The company's largest revenue stream was on-board purchases, making it crucial to consider ancillary revenues in addition to ticket revenues when making pricing policies and revenue decisions. The company was also dealing with an abundance of last-minute online travel bookings, which made it difficult to make effective pricing decisions. Tallink felt that automation of pricing decisions would free them to focus on new trends that could boost revenue.
The Solution
Tallink partnered with Blue Yonder to implement a solution that would consider on-board revenues in the optimization process to maximize the total contribution from all customers. The Blue Yonder solution allowed Tallink to prioritize everyday work to focus on the most important issues and revenue opportunities. The solution’s flexible business rules enabled Tallink to keep departures selling as expected while focusing instead on new trends that needed more attention to boost revenues. Since implementation, Tallink has seen increases in passenger numbers and revenues, improving utilization by up to 8%. The company has been able to make transformative progress and redefine their customer experience, also benefiting from an uptick in demand forecast accuracy.
Operational Impact
Quantitative Benefit
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