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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in