RedEye, the eCRM agency, today announced that Oyster, Transport for London’s smartcard ticketing and revenue system, will use RedEye’s visitor identification and website analysis tools to help increase online sales.

Oyster is embarking on a drive to encourage as many customers as possible to apply for and buy their cards online, as the Internet represents a highly cost-effective and efficient sales channel. RedEye will provide site statistics, Key Performance Indicators, and analysis of conversions across different customer processes, including purchases. TfL plans to use this intelligence to improve site usability and boost customer conversion rates.

As customers enter the site they are required to log in. The system will use the very latest version of RedEye’s eCRM platform, which identifies people using their log-in details to provide virtually 100% accurate customer information. A recent RedEye study concluded that login data is the only truly accurate way to measure online activity, after identifying flaws in both cookie and IP Address-based data (See ‘The RedEye Report’: more info available at

Jonathan Kay, Managing Director at RedEye said: “Oyster is tailoring its web strategy according to the patterns of behaviour visible through its web data. By analysing site activity in such detail and placing great emphasis on the data, TfL is ensuring it has the best possible chance of converting site visitors into buyers.”

As well as boosting online sales, RedEye’s work with Oyster will be geared towards helping customers to upgrade their purchases, for example by encouraging weekly Travelcard buyers to take advantage of the cost savings of a monthly Travelcard, and so on.


RedEye are eCRM experts, providing the software and services that ebusinesses need to get more customers spending more money, more often. RedEye has a proven track record, providing tailored solutions for online businesses and blue chip clients since 1997.

RedEye is a global pioneer in 3rd party ad serving, ad tracking, event-driven personalised email, affiliate marketing, site analysis and customer profiling.

RedEye clients include The AA, William Hill, Asda, BBC TV Licensing, Churchill and Cheltenham & Gloucester. For more information, visit or call 020 7627 9300.

Press contact
Cath Swift
m 07801 817 451

RedEye contact
Jonathan Kay
Managing Director
0207 627 9300

Published on: 12:00AM on 17th February 2005