Reason for EUphoria

In 2021, the EU introduced a new law that will require shipping lines to register all ferry passengers on journeys over 30 nautical miles.

With a web solution, Molslinjen now has a full overview of all travellers, as customers enter information about passengers, name, vehicle and more in the app.

The data sharing also benefits customers as the app remembers previously entered information.

This means that customers can have their ticket in hand 15 seconds after the app is opened. In addition, the location software can detect the distance to the nearest ferry terminal and thus preset the route.

By combining GPS data with ferry departure times, this gives users a complete overview of which departures are available, as well as of the travel time to the ferry terminal.

Upselling in the app

In addition to tickets, a range of purchase options have now been built in. For example, you can avoid driving on board via the ramp, have the option of 'late check in' and can buy food and coffee before boarding the ferry.

The app thus plays an important role in creating relevant additional sales and increasing customer value.

In addition, customers' use of the app and their buying behaviour provides data that can be used across the business, from product development to marketing.

The popularity of the app among Molslinjen's customers is reflected in the number of downloads. Since it was first launched, the app has been downloaded more than 400,000 times.

Steady stream of new features

Two new features have just been launched in the Molslinjen app.

With the Food & Beverage feature, customers can pre-order and purchase coffee & cake from the Barista's Coffee Shop on board.

By ordering for a specific time, customers avoid queuing, as the app notifies them when their order is ready for collection.

In addition, the new seat selector function has just been introduced. Here, it is possible to reserve a seat for a small extra fee. This way, you can secure a seat with a table, by the window, near the toilet or anywhere else you have a special desire to be on the ferry. 

The new features are examples of initiatives that create added value for customers and new revenue opportunities for the business.

Results

The app is a central part of Molslinjen's business and key to the ambitious digitalisation journey that is ongoing.

• In the first 7 months of 2022, the app generated just over DKK 113 million in revenue. That's a 54% improvement over the previous year.
• One in three advance bookings is sold via the app.
• The number of new app users has increased by 84.6% since last year. Since the beginning of the year, 128,000 new users have joined.
• Additional sales from in-app catering have been developed and upgraded, leading to an increase of 1019% for the first seven months of 2019 to 2022.