Remember the eerie silence of empty movie theaters during the pandemic? Here’s how one major chain defied the odds and reeled audiences back in with a loyalty program revamp.
Challenge
A major movie theater chain, a trusted brand for over 30 years, faced a significant challenge during the global pandemic. With in-person experiences and transactions halted, the company needed to find innovative ways to maintain customer loyalty and engagement.
Solution
The theater chain partnered with Kobie, a leading loyalty solutions provider, to leverage a data-driven approach. This involved collecting “Triple Play Data,” encompassing transactional, behavioral, and emotional data, to understand member needs and preferences better.
- Emotional Loyalty Scoring (ELS) identified “reciprocity” as the primary emotional driver for most members. They felt a desire for a two-way relationship with the brand.
- Sentiment tracking was increased from quarterly to weekly to gauge fluctuating emotions and concerns during the pandemic.
- Loyalty experience and member benefit research provided insights into what members missed most about the movie-going experience.
Insights and Activation
Based on the data, the theater chain implemented several key strategies:
- Paused membership fees for the premium tier while theaters were closed, demonstrating a two-way commitment.
- Enabled points accumulation even without transactions, keeping members engaged.
- Launched reactivation campaigns with personalized movie recommendations and simplified opt-in options, encouraging members to return and redeem points.
- Segmented members based on data to deliver targeted offers with high appeal and low friction.
- Developed a nostalgia-driven national advertising campaign featuring a celebrity, reminding audiences of the magic of movie going and rekindling their excitement.
Results
The data-driven approach yielded significant results:
- 1.5 million members reactivated through targeted campaigns.
- 2.96 million+ increased attendance during personalized promotional periods.
- $41 million in incremental value driven by the rebranding campaign highlighting the theater experience.
- Positive NPS scores across all three program tiers, with paid tiers exceeding 50.
- 89% of members reported satisfaction with the program’s ease of use and value.
- Qualitative feedback revealed how the program elements resonated with members, motivating them to return.
Key Takeaways
This case study demonstrates the power of a data-driven loyalty program, particularly during challenging times. By leveraging “Triple Play Data” and member insights, the theater chain:
- Maintained a strong emotional connection with members through a two-way approach.
- Delivered personalized experiences and offers that resonated with specific member segments.
- Rekindled the magic of moviegoing through nostalgia-driven marketing.
- Achieved significant growth in member engagement and revenue.
This case study offers valuable insights for any loyalty program seeking to improve member engagement and achieve long-term success.
Contact us to see similar results for your company.
