Village bridges digital and physical CX gap with in-seat beverage service

New food delivery service is based on the cinema operator's new mobile app

Village Cinemas has debuted in-seat food and beverage services for VPremium cinema patrons with a new mobile app aimed at improving customer experiences onsite through digital means.

The cinema operator is claiming its new mobile ordering and in-seat delivery marks the first time guests will be able to access such services outside of gold class style cinemas in Australia. Customers will have access to the specialised menu of hot food, alcohol, popcorn and choc tops.

The service initially launched at VPremium theatres at Southland, Hobart and the Jam Factory in Melbourne and works off a free app, now available through the App Store.

The service and app are the result of a live innovation project launched by Village Cinemas in Melbourne earlier this year, aimed at finding ways of incorporating mobile its offering. To do this, the company partnered with digital and user experience consultancy, Deepend, on a three-day onsite activity that saw a team of six engage with local patrons to create, test and prototype a customer-centric app or program.

Village Cinemas general manager of sales and marketing, Mohit Bhargava, said introducing the feature to its VPremium concept helped improve its positioning as an alternative between top-grade gold class and traditional cinema complexes. VPremium cinemas offer smaller audience sizes, larger seats and tables.

“Leading into the busiest time of year in cinemas, where we understand many of our customers are inconvenienced by long lines at the candy bar, we are excited to offer this elevated level of service to our guests in VPremium Cinemas,” he said.

“The app will no doubt enhance the overall movie experience – patrons can now bypass queues and sit back and relax, without having to move from their seats.”

Village general manager of IT, Matt Hoskin, added that the customer journey is for the most part digital today. “Introducing such capabilities to our service offering is integral to our business going forward,” he says.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Oracle is toothless, it has zero. They don't understand what AI is.

Ilya Geller

Exclusive CMO interview: Where Oracle is heading with AI in marketing

Read more

The concept of liquid expectations is on the rise, and happy customer experience directly relates to the ease of finding a solution. Most...

Karanbir Singh

New digital trends report predicts a year of liquid customer expectations and design thinking

Read more

Great article, Thanks for sharing with us. I would like to recommended list of top customer loyalty software for small to large scale of ...

Matts Frigian

How brands are ramping up customer loyalty program spending in 2017

Read more

“We’re in an arms race for finite attention.”What a statement that is. I am so glad that someone of Steve's caliber comes out about the m...

Peter Strohkorb

Marketo CEO: Ditch the volume game, focus on value

Read more

Hello Greetings for the day. As I am also looking to stabilize gym with Hypoxi in india place called Delhi. And I have gone through your ...

Dhruv singh

Goodlife gets business ‘in shape’ with real-time analytics

Read more

Latest Podcast

More podcasts

Sign in