Independent UK online train tickets retailer complies with booking regulations, looks to deliver more localised promotions

Independent UK online train tickets retailer complies with booking regulations, looks to deliver more localised promotions

Thetrainline, the independent UK retailer of train tickets online, has chosen NetAcuity technology from Digital Element to comply with new license requirements from transportation regulators.

The retailer will also use the internet protocol (IP) intelligence and geolocation systems provider’s technology to deliver more targeted, city-level travel offers to its online rail customers.

Managing overseas transactions

Initially, thetrainline will use NetAcuity to identify the likely country from which a booking is made.

“We had a new license requirement from our regulators that required us to identify bookings made from outside of the UK,” said Richard Rowson, product development director at the thetrainline.

“They required us to look at factors including IP address and country of issue for the debit or credit card used for payment. Based on these types of compliance needs, it was extremely important that we have a geolocation technology in place that was extremely reliable and accurate.”

Accuracy of location is key

Digital Element’s IP Intelligence and geotargeting technology provides information such as geographic location (country, region, state, city and postcode), connection type, Internet Service Provider (ISP), proxy information, and more, based solely on IP address.

According to Rowson, the online ticket retailer plans to use Digital Element’s data to deliver targeted, city-level offers on the website so that customers will see travel offers for train journeys most relevant to where they appear to be located. “We see this as the most interesting and valuable application of the technology because we will be able to drive more relevant on-site messaging and advertising,” said Rowson.