Fragmented Data, Missed Potential

Scandlines has a broad and diverse customer base across leisure travel, commuter traffic, freight, BorderShop customers and business accounts - creating a need for stronger customer understanding, better segmentation and a more connected view of the customer journey.

On the B2C side, Scandlines needed to strengthen how customer data could be activated across the full journey - from awareness and ticket purchase to travel, loyalty and repeat engagement. The goal was not simply to send more campaigns, but to build a stronger foundation for personalised, timely and performance-driven communication.

On the B2B side, the sales organisation needed a more structured CRM foundation. This was not only a platform project - it required new processes, better data structures, clearer pipeline governance and change management to help sales teams move from previous ways of working into a shared CRM setup.

From Campaigns to Customer Journeys

For the B2C track, Kruso worked with Scandlines to develop and optimise their use of Bloomreach Engagement as a central platform for customer engagement. The work included building automated customer journeys, developing segments and integrating new data sources - giving Scandlines a more complete customer view and the ability to activate communication based on behaviour, preferences and lifecycle stage.

This covers the full journey, from initial inspiration and booking to pre-departure information, post-travel communication, loyalty and reactivation. The focus has been on making the platform operationally useful - building flows, measuring impact, optimising performance and continuously identifying new opportunities to improve customer relevance and commercial outcomes.

Structure for the Sales Team

For the B2B track, Kruso helped Scandlines implement HubSpot CRM as a new foundation for sales management. The implementation included platform setup, pipeline and sales process configuration, data structuring and integration of selected data sources.

A successful CRM implementation is not only about fields, objects and integrations - it is about helping the organisation use the platform consistently. By combining technical setup with change management, the project helped ensure that HubSpot became a practical tool for the sales team, supporting pipeline visibility, account management, sales follow-up and commercial governance.

A Connected Commercial Model

Scandlines now has a stronger digital foundation across both B2C customer engagement and B2B sales execution. Bloomreach enables more advanced segmentation, data activation and performance optimisation — supporting more relevant communication across key touchpoints. HubSpot gives the sales organisation a structured and transparent way to manage leads, accounts, pipeline and customer relationships.

Together, the two tracks move Scandlines towards a more connected and data-driven commercial operating model, where customer engagement and sales execution are supported by scalable platforms, clearer processes and continuous optimisation.