The Go-Ahead Group is working with Google to introduce a new feature aimed at enhancing the customer experience for bus travel. In collaboration with Google and Littlepay, Go-Ahead’s Brighton & Hove Buses is unveiling what it says is an industry-first initiative which will simplify the way passengers manage their mobile payments for bus journeys. The new feature, integrated with Google Wallet, will provide customers with greater visibility into their travel history and savings accrued through time-based fare caps.
The operator says that up to 80% of its passengers pay digitally when they board, with an increasing number ‘tapping on’ and ‘tapping off.’ Instead of cash, the operator has seen customer adopt smart cards, contactless and apps to pay for their journeys on a large scale.
The groundwork for the new scheme was developed between teams at Google and at Go-Ahead’s payment provider Littlepay. It will provide real-time savings information so that passengers tapping to pay for a bus journey will be able to see how much they’ve saved through time-based fare caps, helping to provide a clear understanding of the economic benefits of public transport, as well as offering journey history and a secure payment method.
The initial roll-out of the new feature is set to take place at Brighton & Hove, where it will serve as a pilot to refine and optimise the functionality, after which Go-Ahead aims to expand the feature to its operations in other cities across the UK and beyond. Kanwar Brar, Go-Ahead’s Chief Digital and Information Officer said: “We are excited to join forces with Google to bring this ground-breaking feature to our passengers. This initiative reflects our commitment to leveraging technology to enhance the customer experience and make public transportation more accessible and user-friendly. We believe this collaboration will set a new standard for the industry, reinforcing our dedication to innovation and customer satisfaction.”
Commercial Director at Brighton & Hove Nick Hill said: “Most of our passengers are already using digital or contactless payment methods, so it makes sense for us to trial new ways in which we can further enhance the customers’ journey. With 60 million passengers on our buses a year, the customer experience is a top priority.”
“Paying for transit using Google Pay is quick, easy and secure,” added Jonathan Hill, Head of Transit Partnerships at Google Pay, “By teaming up with Littlepay and Brighton & Hove Buses we are enabling Google Wallet users to track their spending and progress towards daily, or weekly travel caps. We want to help people feel more in control of their spending and encourage use of sustainable transport.”
Littlepay’s Head of Commercial Paul Griffin commented: “Being able to communicate in real time with passengers as part of the pay-as-you-go experience is a huge leap forward. This project will benefit riders, giving them visibility of savings made through PAYG. It also gives operators a pathway to develop relationships with PAYG passengers and create a real sense of membership and valued loyalty. Littlepay is delighted to be first to market with Google on this important initiative.”
