In 2025, the Øresundbron celebrated its 25th anniversary with a clear ambition: to get more people to travel across the bridge – in a way that feels relevant and value-creating.
In 60 minutes, we will share a concrete framework showing how customer segmentation has been transformed into personalised communication that increases engagement and performance - presented through one of the strongest membership cases in the Nordic region.
In this WakeUp session, you will gain insight into how Øresundbron works with segmentation and personalised communication to strengthen customer relationships and increase travel frequency among its more than half a million members.
The work is based on a comprehensive segmentation study conducted in collaboration with Wilke, combining qualitative and quantitative insights into members’ needs, behaviours and barriers - clearly identifying which segments Øresundsbron should focus on, on each side of the Sound.
Jenny Olsson, Marknadschef at Øresundsbron, will share the process and the key insights from the study, while also showcasing initiatives that have already been rolled out across web, email and the app.
Morten Schrøder and Emma Munk from Wilke will demonstrate how customer insights can be translated into concrete communication concepts that match the needs of different segments - without becoming complex or costly to implement.
What will you gain from this WakeUp?
You will learn how, as a marketing or business decision-maker, you can:
Activate segments directly in your marketing and create communication that feels more relevant and converts better.
Identify the needs and occasions that drive purchase and engagement within each segment.
Map a large customer base based on behaviour and use this to elevate communication from generic to personalised.
Bundle benefits, experiences and features into themes that are easy to communicate and target.
Use digital touchpoints - such as an app - to guide customers towards the benefits that create the most value.
Optimise the onboarding flow so new customers become active and engaged more quickly.
Build a pilot inbound marketing setup that can be tested quickly, managed internally and scaled in line with organisational needs.
Join us if you want to learn how segmentation is turned into action and measurable results in practice.