GNER's web ticketing system nears launch

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GNER is gearing up to unveil a new web-based booking system later this month designed to help lure more customers away from the traditional way of purchasing tickets and towards the new online world.

The rail operator has been piloting the new technology since the beginning of this month and has thus far received positive feedback, according to Emma Passey, GNER's e-commerce manager.

Almost three-quarters (71 per cent) of those who responded to an email asking for feedback once the trial ended said that the new site - which has been developed by partner Atos Origin - was better than the old one, with 62 per cent saying it was better than other rail sites, Passey added.

"GNER is moving to a new system to enable in-house development control rather than continuing to have a white-label version of the same site that nearly all rail operators have. It will also lower the cost of sale and enable customer service to be brought in house," she said.

"The customer will benefit as the system is a simple, intuitive site making it much easier to book a ticket. GNER worked closely with usability specialists Flow Interactive to ensure the whole customer interface was designed with the user at the centre (with customer research at each design iteration). The customer interface and back end site was developed hand-in-hand so that the customer experience wasn't compromised at any stage."

The new site will also offer passengers the option of finding the cheapest fare using the new 'Lowest Fare Finder' facility so that they can benefit from the best deal on the day of travel.

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