Fragmented Data, Missed Potential

Scandlines has a broad and diverse customer base across leisure travel, commuter traffic, freight, BorderShop customers and business accounts. This creates a need for stronger customer understanding, better segmentation, more automated communication 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.

At the same time, the B2B sales organisation needed a more structured CRM foundation. Implementing HubSpot 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.

The challenge across both tracks was to create digital systems that were not only technically implemented, but adopted, activated and continuously improved.

Two strategic tracks - one connected commercial foundation

Kruso helped Scandlines build a stronger commercial technology foundation across both customer engagement and sales operations.

For the B2C track, the work centred around Bloomreach Engagement as Scandlines’ CDP and marketing automation platform. We helped design and build automations, create customer segments, integrate and ingest new data sources, monitor performance and optimise communication across the customer journey.

This included working with customer data, behavioural data and transactional data to create more relevant communication flows and better opportunities for personalisation. The platform enables Scandlines to move from campaign-based communication towards more automated, data-driven and lifecycle-oriented customer engagement.

For the B2B track, Kruso supported the implementation of HubSpot CRM in the sales organisation. The work included CRM setup, data modelling, pipeline configuration, integration of relevant data sources and sales process enablement. A key part of the work was change management, helping the sales organisation adopt a new platform and align around new ways of working.

Together, the two tracks create a more connected commercial setup: one focused on activating customer data and customer journeys, and one focused on strengthening sales structure, visibility and execution.

For the B2B track, Kruso supported the implementation of HubSpot CRM in the sales organisation. The work included CRM setup, data modelling, pipeline configuration, integration of relevant data sources and sales process enablement. A key part of the work was change management, helping the sales organisation adopt a new platform and align around new ways of working.

Together, the two tracks create a more connected commercial setup: one focused on activating customer data and customer journeys, and one focused on strengthening sales structure, visibility and execution.

A Connected Commercial Model

Scandlines now has scalable platforms supporting both customer engagement and sales execution. Bloomreach enables more relevant, automated communication across key touchpoints. HubSpot gives the sales organisation transparency and governance. Together, the two tracks move Scandlines towards a more connected commercial setup built for continuous optimisation.