 
The Winners: Norfolk Green
Winning New Customers
 As King’s Lynn and its surrounding area develops, it would be expected that car use will grow too. But, by acting as a retailer, Norfolk Green is attracting more additional fare-paying passengers than extra concessionary pass holders. As town centre footfall has risen, car park usage is static, and this suggests strongly that motorists are increasingly using the bus.
The judges were impressed with Norfolk Green’s attention to the wider picture, such as monitoring car park statistics. This shows it has an excellent understanding of the market and is putting that into the context of developing local bus services that people want to use and are also creatively publicised. The judges were also impressed with the scale of investment relative to the company’s financial resources and level of risk, and the fact that Norfolk Green understood how pricing policies for bus services can be used to attract new customers.
This is a model for use in other towns of similar size, which bus operators too often view as markets lost to the car.
Date:21 November 2008
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