Why Trainline’s marketing boss wants her team to think like scientists
Having expanded both the marketing team and brand budget, Trainline has also invested heavily in behavioural science to fuel its growth agenda.
The pandemic was devastating for the UK rail industry. All but the most essential travel halted and even now working from home means most office workers are not commuting five days a week.
Despite the disruption to travel, Trainline is stronger than ever. The company’s ticket sales across the total group for its financial year ending 29 February 2024 reached £5.3bn, up 22% year-on-year.
Trainline’s vice-president for brand and marketing, Jo McClintock, explains that as a mobile-based service the business did benefit from the “digital dividend” post-Covid. However, she explains the company’s growth in recent years has been down to much more than that.
