Stagecoach: A world-class travel experience

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Stagecoach had an ambition to deliver a world-class travel experience to local bus users. This meant creating an online experience that varied widely in pricing, marketing and content across its 18 different operating companies. They aimed to leverage new technology to prevent any barriers that could stop potential customers travelling by bus, and by doing so, positioning Stagecoach as the most valuable journey companion.


We set out to create a customer facing digital platform that would be accessible to all users, whatever the age, whoever the passenger. We made real-time use a priority to tackle any anxiety regarding bus travel. We used customers’ locations to personalise the online experience and deliver up-to-date timetable information, allowing passengers to easily plan their journey or locate specific services. We also made buying and using a ticket a simple extension of the platform, facilitating multiple payment options including purchasing and redeeming tickets via the on-bus payment 'SmartCard', further ensuring that all customers can travel with ease.

Despite the complexity of the back-end with 50 different APIs, our service-orientated architecture solution means that Stagecoach has a single service layer for business scalability. As a Sitecore Gold Partner, we could fully utilise the cutting edge Sitecore platform to deliver greater content flexibility and cross channel personalisation.

"This project represents the next step in an on-going journey towards technology driven, customer-centricity, part of a realistic schedule of longer term development."

Alistair Smith

Commercial Director

Stagecoach Group

Rufus Leonard

Ever since our founders, Neil and Darrel, started Rufus Leonard 29 years ago, we have been helping businesses create extraordinary experiences for their colleagues and their customers across all touchpoints. We do this with an engineering mindset, which means we’re both visionary thinkers and detailed doers. We believe this holistic approach is critical for success in an increasingly complex world. Our integrated offer enables us to design, build and fine-tune the engines of Extraordinary Brand Experience – Organisational Engagement, Brand Optimisation, Service Design & Build and Technology. Supporting brands like Lloyds Banking Group, British Gas, Reckitt Benckiser, Royal Mail, Stagecoach, BBC and Aggreko.