Belgian Rail

Reimagining the way customers transact

Branded Environment - Rail


B-Rail (SNCB), the national rail network of Belgium, turned to 20.20 to provide an innovative response to their customers’ changing needs and behaviours.

We helped them move from a transactional ticketing service provider to mobility experts, changing the way they interact with their customers and hugely improving the experience and operational efficiency of their ticket offices.

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We have created an innovative customer experience within a new physical retail environment that B-Rail can scale across all formats. The new retail concept answers the evolving needs of B-Rail, its colleagues and its travelling customers.

Customers connect with B-Rail staff in an open and friendly space that encourages personal interactions and is supported by new digital touchpoints.

A refreshed B-Rail brand enlivens this space; colour, materials, signage and a revitalised service proposition ensure the brand’s values are brought to life in an environment that’s more than a place to buy train tickets; it’s a destination for anyone on the move.


+ With B-Rail, we reshaped and reimagined the way customers and colleagues transact, humanising the overall experience. The pilot store opened in Namur in early June to great reviews.

+ “It has been a great journey for us to work with 20.20. You have translated our main objectives into a concept where everything is customer centric. It reflects exactly with B-Rail stands for” – Alex Smeyers, Customer Solutions and Innovations Manager

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