Iconic train journeys through the Canadian Rockies
Redesigned ecommerce flow drives 1000% uplift in conversion
Overview
Rocky Mountaineer partnered with Therefore to rebuild its B2C ecommerce checkout, the most critical step in its direct-to-consumer booking journey. The project eliminated friction, gave the brand ownership of its path to purchase, and transformed the guest experience, driving conversion rates from ~1% to nearly 14%, a more than 1000% improvement.EcommerceTravel & Tourism
Outcomes
1000%
Improvement in checkout conversion rate
The Opportunity
While online demand for luxury rail journeys surged post-pandemic, growth had plateaued. Analysis revealed the checkout process was the single biggest barrier: it was rigid, hosted externally, and lacked the flexibility to deliver the premium digital experience guests expected. To grow sales and satisfaction, Rocky Mountaineer needed a checkout system it could control, optimize, and evolve in lockstep with its brand and business.
The Solution
Therefore designed and implemented a decoupled Drupal 10 checkout application with a React-based front end, integrated tightly with Kaptio’s APIs and Salesforce CRM. The rebuild streamlined the multi-step flow, introduced personalized add-ons and dynamic insurance options, and exposed itinerary data via a new API endpoint. With a scalable, secure architecture and advanced analytics, Rocky Mountaineer regained control of its most valuable digital asset; the path to purchase.
“Therefore has been consistent and tenacious in seeking ways to improve our technological capabilities and elevate our guest experience, and they’ve been supportive partners at overcoming technical hurdles and meeting the changing needs of the tourism landscape.”
Tristan Armstrong
CEO
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David Malinowicz
Product Strategy