Cinema operator taps into customer data and technology smarts to craft its new-look member program and communications strategy
Village Cinemas says its new-look loyalty program is the direct result of customer data insights and a desire to give consumer flexibility in the types of rewards they can earn across their cinema experience.
The relaunch of the Vrewards program sees consumers earning point-based rewards on every dollar spent at the cinema’s ticket box, candy bar and Gold Class experience. Previously, points could only be collected by purchasing tickets, and members were rewarded with discounted or free tickets after a number of visits. Members can now redeem points wherever they wish to across the experience, as well as gain access to exclusive benefits and offers.
Villages Cinemas worked with marketing analytics company, Movio, and its Movio Cinema offering, to come up with the new design of the loyalty program. The pair said they worked together on evaluating the cinema operator’s member communications strategy as well as program look and feel, tapping into its existing customer base as well as Movio’s marketing data across global movie screens to generate data-based insights that helped informed the process.
Movio claims to have marketing data covering 83 per cent of Australian cinema screens and 29 per cent globally, representing at least 37 million active moviegoers.
As a result, Village Cinemas has also made changes to its overall communications strategy, introducing a new email design, segmentation schemes and campaign strategies.
Village Cinemas general manager of sales and marketing, Mohit Bhargava, said the loyalty program redesign benefitted from surveys and feedback sessions across more than 15,000 customers.
“It became clear to us that an effective reward program ought to offer more choice, control and flexibility in what you value, whether it is at the ticket box, candy bar or within Gold Class,” he said. “We are constantly looking for innovative concepts to reward our members. With the introduction of concepts such as Gold Class, Vjunior and VPremium, guests can not choose how they experience their film.
“We thought they deserve the same amount of freedom to choose their rewards and make the most of what Village Cinemas has to offer.”
Village Cinemas has been on a wider mission to improve the way it engages with customers both digitally as well as onsite. Another recent initiative has been launching an in-seat food and beverage service for VPremium cinema patrons via its new mobile app.
The app was the result of a live innovation project conducted across cinemas in Melbourne last year aimed at finding ways of better incorporating mobile into the overall cinema experience.
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
Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.
The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.
Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...
Julia Summer
Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices
RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...
Ed Fry
Why sales and marketing alignment is more important than ever
Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...
รัตนาวดี ภูมิวรรณ
Former eHarmony marketing chief joins telco startup
Colin Kaepernick, not Mike Kapernick.
thisisw
Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers
AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...
Sebastian Friedrich
Mindshare gets behind blockchain advertising alliance