Cineworld, the UK’s number one multiplex cinema chain, is aiming to ramp up marketing to its mycineworld loyalty scheme, slicing and dicing the data to improve personalised offers.
The company has appointed two agencies to the task – marketing agency TDA and data specialist Response One – following a three-way pitch and will see customer insight placed right at the heart of its member relations strategy.
The loyalty programme, which launched in March 2012, has 2.1 million customers signed up and will receive increased focus in 2013. Mycineworld enables members to receive a 10% discount and avoid booking fees when they book tickets online.
The brief is to use membership data intelligently for insight-driven communications that are personal, relevant and targeted. TDA and Response One will work in collaboration to add genuine value to the customer experience with communications drawing on films, offers and other themes that are likely to interest different different segments of the membership.
All forms of direct communication will form the mainstay of the activity.
Cineworld retention manager Paul Davie said: “We want to make full use of our CRM system and member data to develop focused communications and tangible return on investment.
“Response One and TDA have demonstrated a sound long-term strategic vision and brought some exciting creative ideas to the table. We are confident that they will take our customer relationships to the next level.”
