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
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in