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.