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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in