Cinesa is a cinema brand in Spain with 45 theaters and 528 screens nationwide. It’s part of the Odeon Cinemas Group, a leading European cinema operator in the U.K, Ireland, Spain, Italy, Austria, and Portugal. Cinesa has a loyalty program, which, until recently, had only been successful offline.
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Although Cinesa is leading in cinema operation across all the major European markets, the reach of its loyalty program has been limited and mostly driven by offline purchases. Cinesa was missing out on the additional revenue that the digital loyalty program could bring. The switch to digital loyalty points opened up opportunities to send highly targeted online messages – which promised higher sales numbers at a lower cost.
Cinesa kicked off the campaign with an email to offline loyalty program members who lived outside of Barcelona and Madrid. The chain offered a discount on up to four tickets if a person visited the site and logged in to become an online member. To encourage people to spread the word and invite their friends to join, Cinesa offered additional rewards for referrals.
Selligent personalized the loyalty program experience for all the customers who signed up. It assigned each a unique promo code that was passed along in the link when people shared it via email, Facebook, Twitter, or Whatsapp. When a referred person clicked through to register, a loyalty program member would earn points towards rewards – depending on the number of referrals, it could be a popcorn, a full bar menu, or a weekend pass.
The campaign was a smashing success for the brand, both from a customer experience and sales perspective. The dynamic content based on user profiles and behavior drove high engagement and quickly brought in new registrations.
- 5,000 new loyalty program members
- 30% average email open rate
- 42% average email CTR
- 10% invited at least one friend to sign up
For Cinesa’s marketing team, the execution was a breeze: Selligent managed all the loyalty point calculations and delivered timely personalized messages to update people about their status points and rewards. The campaign demonstrated that the brand could drive better engagement and personalize communications through online loyalty programs powered by Selligent. The switch to online made it easy and convenient for Cinesa’s customers to be part of its loyalty program, and the sustained engagement set the brand up for long-term success in sales.