Kinepolis Group, a Belgian cinema chain, uses Selligent to better understand its customers and incorporate dynamic content and A/B testing into its email marketing, resulting in higher click-to-open and click-through rates.




Travel and Hospitality




The Customer

Kinepolis has 344 screens and over 20 million customers for whom they deliver unique flexible entertainment experiences.

Kinepolis had previously focused on building preference data on their customers to propose relevant recommendations. But the emails delivered weren’t attractive and didn’t convey “movie magic”.


The Challenge

They wanted to improve the experience, while still keeping the production process simple.

Marketers aren’t developers and they needed to be able to change the look, the links and the layout without technical skill.

Templates also had to be flexible enough to support conditional versioning for specific audiences.

Plus the content was variable. The templates had to offer marketers the freedom to promote different numbers of movies, add topics, and contests – whatever was most important for that campaign.

The Results

Selligent’s tools helped Kinepolis develop a complex data picture of each customer that was made actionable with ease for the marketer.

In order to continue to optimize the program, there is full conversion tracking including analytics, revenue per email, purchases attributed to emails, and relevance scores from customers.

With this approach, Kinepolis offers non-expert users the flexibility to create great features in a simple interface to send magical mails with only a few clicks. But this is only the first stage. Kinepolis plans to expand the program for more brands and languages and include inline movie trailers.

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