SJ’s Martech Journey: From Loyalty to AI-Driven Personalization
For more than a century, SJ has been one of Sweden’s most recognized travel brands. But over the past two decades, the company has also become a pioneer in using marketing technology (Martech) to transform how it engages with millions of passengers. From launching its loyalty program SJ Prio nearly 20 years ago, to today’s use of machine learning and AI, SJ has steadily built a Martech strategy that is both data-driven and customer-centric.
Martech in Daily Operations
At SJ, Martech is no longer an add-on - it is a fundamental part of almost every marketing activity. The company uses technology to manage segmented email campaigns, digital advertising, social media posts, and personalized offers in owned channels. Martech also underpins data analysis and reporting, ensuring that communication is both targeted and measurable.
“We use Martech in virtually all our marketing, from segmented email campaigns to digital ads, personalized offers, and data analysis.”
This integration allows SJ to create more relevant communication, reduce manual processes, and continuously improve the efficiency of its marketing efforts.
Measurable Impact Through Customer Insights
The turning point came with the launch of SJ Prio. This loyalty program gave the company an entirely new way of working with data, enabling the move from broad messaging to targeted communication. Today, that journey continues with ongoing investments in automation and analytics.
Martech has allowed SJ to become more relevant in its customer interactions, using insights to improve both offers and content. Customers, in turn, expect this level of personalization. As SJ notes, relevance is no longer a “nice to have” - it’s a baseline requirement for building customer trust and loyalty.
Future Priorities in Martech
Looking ahead, SJ’s Martech strategy is focused on deepening its customer insight and scaling personalization with advanced technologies:
AI and machine learning. AI is already part of segmentation models, but the ambition is to make it an even stronger driver of predictive and adaptive communication.
Data accessibility. By making customer data more available across the organization, more teams can work insight-driven, not just marketing specialists.
System integration. With many platforms in place, improving collaboration and data flow between systems is now a key priority.
Simplifying processes. Automation will continue to reduce complexity and free up resources, making it easier to deliver relevance at scale.
“We need to build capabilities that make us better at combining and sharing data so more people can work with insights.”
A Different View on Maturity
While some industry reports suggest Martech maturity is stagnating, SJ sees the opposite. For them, maturity is increasing - driven by constant experimentation and a willingness to challenge both processes and systems.
The result is a marketing organization that not only communicates more efficiently but also builds stronger, more personal connections with its customers.
“We already work with AI, but we see it as a function rather than a standalone part of Martech.”
Susanne Grynblat
Head of CRM B2B & B2C