Village Cinemas relaunches customer loyalty program using data insights

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

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

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRdsfjhsd jfhskjdhfjsdhfkjhsfdjksdf...

Julia Suzi

Isentia takes reputation analysis mainstream

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRsdfhsdkj fhksjdhf djfheowiruoiuweoirer...

Julia Suzi

5 fascinating facts about the CMO50 2019

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRtkjrh kjewhrjhwejrhweoioruoiurew...

Julia Suzi

How Aquila is rebranding for the casual bloke

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRdsfksdjf lkjsdlfjksdf

Julia Suzi

First pics: CMO50 2019 dinner - Slideshow - CMO Australia

Read more

https://www.google.com/sear...

Julia Suzi

CBA, NAB, Telstra sign on for AI ethics principles trial

Read more

Latest Podcast

More podcasts

Sign in