Key findings:
- Annual members take more rides during weekdays in comparison to Casual riders, Casual riders tend to have more rides on the Weekends
- There is a very high demand from Casual riders in the summer, Casual riders use Cyclestic services, especially during the holidays.
- Annual members also have a higher amount of rides in the summer, but not as Casual riders, Annual members tend to use Cyclestic throughout the year at a steady pace.
- Annual members tend to have more rides with a shorter ride duration
- Casual riders tend to have fewer rides with a longer ride duration
- There is a very low amount of rides for both of the subscription groups in January and February, which may be caused by weather conditions and heavy snow.
- Casual riders mostly take rides to visit vacation and entertainment sites, on the contrary to annual members. ⇒ Annual members tend to use Cycletsic bikes as a transportation tool to commute to work ⇒ Casual riders tend to use Cyclestic bikes to visit tourist attractions and attend conferences during the holidays
Recommendations:
- After noticing that most Casual riders use Cyclestic in the summer, the company can create suitable plans for them instead of the Annual plan, for example: => Create a 3-month plan
- Provide discounts and free tickets for the tourist attraction sites in Chicago for :
- Riders subscribed to the plan after they reach a certain amount of minutes in trip duration
- Increase the advertising in the most visited places by Casual riders
- Make the Annual membership and other plans more affordable than being a casual rider (Make the average cost of rides more expensive for casual riders)
- Riders who invite others to subscribe to the Annual plan (for example five people) will have a discount on their Annual plan.
- Provide more bike types for Annual members