Movio recently worked with the Australian-based cinema exhibitor Village Cinemas to refine and relaunch its Vrewards program. The new iteration of Vrewards gives members the opportunity to earn point-based rewards on every dollar spent at Village Cinemas’ Ticket Box, Candy Bar and Gold Class.
Previously, members could only collect benefits such as discounted or free tickets by purchasing tickets and accumulating visits. Now members will be rewarded with 10 points for each dollar spent at Village Cinemas. Points can be redeemed wherever guests see the most value, whether it be at the candy bar, ticket box, or upgrading to a Gold Class session, starting with a free small popcorn at just 500 points.
Using its flagship offering Movio Cinema, Movio reevaluated the existing Village Cinemas’ member communications strategy. Although Village had a program with a large base of members and wanted to refresh their program overall, they also had the opportunity to get some quick wins by communicating more effectively with their existing base. Recommendations were developed with respect to email design, segmentation schemes, and campaign strategies. Then the entire design was refreshed. The redefined loyalty program provides customers with exclusive benefits and offers they personally value in the movie-going experience.
Mohit Bhargava, general manager of sales and marketing at Village Cinemas said, “After surveying and rigorous feedback sessions covering in excess of 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. 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 choose how they experience their film. We thought that they deserve the same amount of freedom to choose their rewards, and make the most of what Village Cinemas has to offer.”
Sarah Lewthwaite, managing director and senior vice president for Europe, the Middle East and Africa evaluated the existing Village Cinemas loyalty program and devised solutions in concert with the Village team. “The relaunch of the Vrewards program is a fantastic example of how customer data can help improve an existing strategy,” said Lewthwaite. “The insights we were able to generate from Village’s customer base, provided critical information to refine the loyalty program in order to meet both customer expectations and business objectives. I am confident that the new Vrewards program will be hugely successful.”