bahnshop.de heads for its destination station

At the end of last year Cybergroup won Deutsche Bahn AG's tender covering its promotional goods budget for the next five years and simultaneously that of bahnshop.de, and was therefore also responsible for the company's entire range of promotional products and its official customer shop.

In order to be able to publish the bahnshop.de website online on schedule and above all with all the planned innovations, a ten-member cyber team from IT, sales and marketing has been working intensively on the extensive project for weeks now. The final product highlights are currently being coordinated and shot, not only rich in detail for the shop, but also "live" in their natural travel environment. The shop itself will be more user-friendly, more modern and will offer new features.

The range is being enriched with some very special highlights. Here Cybergroup attaches great importance to popular brands that fit perfectly into the railway shop's range, such as high-quality branded luggage or everyday travel companions from the electronics and clothing sectors that make a strong impact with practical details. These product highlights are presented to customers in videos and brand stories, and the special product details are displayed.

In order to get the shop up and running as quickly as possible, the right course was set in advance: parallel to developing the product range, the team is also working on accompanying marketing measures. As soon as the shop is live, a newsletter will inform railway fans and employees of the company about news relating to the product range. Dedicated pages on Instagram and Facebook provide a foretaste of bahnshop.de.

The current concept not only aims at underpinning the brand values of Deutsche Bahn, but also includes ensuring the uniform orientation of the product range and highlighting the quality standards and digital competence of the company in the form of specific products.  Sustainability as a major topic of our age and one of the most environmentally friendly means of transport is the "green thread" running through the Deutsche Bahn corporate strategy and the joint marketing concept. The planning of the corresponding products, packaging and distribution is characterised by focus on an environmentally friendly and high-quality communication of the brand message. Wide-ranging marketing measures on board the trains, in the travel centres, at events and online aim not only to tie existing customers to the brand, but also to attract new target groups.