Summary
Faced with underutilized digital channels, SAT needed a scalable way to shift passengers from offline to online bookings.
In partnership with WebEngage, SAT launched a hyper-targeted, behavior-driven campaign that combined automation, WhatsApp-first communication, and real-time optimization.
The result: a 38X ROI, a 12% increase in online bookings, and reactivation of 18% of dormant users.
About SAT
SAT (SAPTCO ALSA Transport) is a limited liability company formed by Saudi Public Transport Company (SAPTCO) and Spain’s leading mobility operator ALSA. Appointed by the Transport General Authority (TGA) of Saudi Arabia, SAT operates intercity bus services across the South Region Concession serving more than 110+ cities and villages including main cities such as Riyadh, Jeddah, Dammam, Khamis, Jazan, Taif and Makkah.
What They Set Out to Solve:
Primary Objective:
Drive digital adoption and shift offline ticket purchases to online channels.
Key Challenges:
- Less than 30% of ticket bookings occurred via digital channels
- Low repeat usage of the SAT mobile app
- High dependency on cash-based, in stations bookings on the day of travel
- No unified view of customer behavior across touchpoints
- Marketing efforts were limited to traditional, non-personalized channels
Stage & Challenge
| Stage | Challenge |
|---|---|
| Pre-campaign | Fragmented data, no segmentation, offline-heavy user base |
| Rollout Planning | No playbook for targeting offline users with digital nudges |
| Execution | Low digital traction, inconsistent engagement across channels |
| Post-launch Optimization | Needed real-time insights to iterate and improve messaging efficiency |
WebEngage In Action
The approach was centered on behavior-led orchestration at scale, executed through WebEngage’s Journey Designer.
SAT’s execution:
- Integrated offline and online data to create precise user segments: first-time travelers, lapsed users, city-pair repeaters
- Triggered journeys based on user actions (or inactions): app opens with no booking, abandoned carts, time-of-day preferences
Channel Strategy:
- WhatsApp as the primary channel—drove 60%+ of conversions
- SMS for urgency-based nudges
- Email for post-purchase communication and itineraries
Personalization in Motion:
- Win-back campaigns for users inactive for 60+ days
- City-specific nudges tied to weekends and religious travel peaks
- Offers promoting flexibility (e.g., Tamara payments) for last-minute and family bookers
Real-Time Optimization:
- Continuous iteration based on segment performance, CTRs, and conversion windows
- Message timing and frequency adapted weekly
The outcome was a full-funnel, multi-channel orchestration that converted offline intent into digital action—with fewer resources, faster cycles, and higher returns.
Use Case Spotlight: Driving Digital Adoption from Offline Customers
SAT targeted over 32,500 offline-first passengers—individuals who had either never booked online or hadn’t done so in the past 90 days. Using WebEngage’s Journey Designer, SAT executed a multi-stage engagement strategy:
Step-by-step Execution:
Stage 1: Email Nudge
All users received a personalized email encouraging them to book digitally. This led to 261 conversions, generating SAR 38,710 in revenue.
Stage 2: WhatsApp Reminder
For users who didn’t convert via email within 48 hours, SAT triggered WhatsApp reminders tailored to language preferences and previous travel behavior.
Stage 3: Instant Confirmation
Once a user booked online, a WhatsApp confirmation was sent with full journey and PNR details, reinforcing the ease and trust of digital booking.
Smart Orchestration:
WhatsApp served as the high-impact follow-up channel, converting an additional 1,044 users, resulting in SAR 186,174 in revenue—a 19X ROI from WhatsApp journeys alone.
The entire journey was automated and self-optimizing, requiring minimal manual intervention while delivering real-time conversion insights.
The Measurable Impact
- Revenue Generated: SAR 3.1 million
- Return on Investment: 38X over campaign costs
- User Reactivation: 18% of previously inactive users booked again
- Digital Adoption: Share of online bookings increased by 12% during the campaign period
- WhatsApp Performance: 4X more conversions than email with language-personalized content
Why Did SAT Pick WebEngage?
- Need for a single platform to unify cross-channel communication
- Ability to automate contextual nudges based on user behavior
- Flexibility to adapt and optimize campaigns in real time without technical bottlenecks
More About the Company
SAT serves thousands of passengers across the South Region in Saudi Arabia, offering intercity mobility solutions with government support. Its mandate is to modernize public transport infrastructure while ensuring affordability and convenience for citizens and expats.
