Vue Entertainment is the UK’s leading operator of modern multiplex cinemas with more than 600 screens that attract over 32 million customers every year. Like many businesses, Vue is continually seeking to maximise its relationships with existing customers as well as develop relationships with new customers.
Central to Vue’s customer retention is weekly email communication. Vue required powerful yet user friendly marketing software that would simplify the management of these broadcasts and allow it to deliver unique, targeted content for each of its 60 cinemas across multiple digital channels.
Another key requirement for Vue was the ability to collect customer insight beyond email through other customer touchpoints such as POS, mobile and web. Comprehensive reporting functionality that allowed effective measurement of campaign performance was also required in order to effectively maximise the return on marketing spend.
Solutions to support Vue’s high volume marketing communications across multiple digital channels typically required the integration of multiple pieces of software from multiple vendors.
Providing added customer value through relevancy
Traction offered Vue a complete solution to its digital 1 to 1 marketing needs. A single hosted platform with multi-channel functionality, Traction provides Vue with the robust infrastructure and high deliverability rates it requires for time sensitive campaigns without the need for any new IT investment.
Traction’s RSS feature allows Vue to dynamically generate content, meaning each Vue cinema now offers a localised information service that features targeted promotional offerings based on the user’s past behaviour, preferences and demographics. Every email has become a valuable and relevant offering for both the customer and Vue.
Turning transactional and service emails into loyalty opportunities
In addition to its weekly film times email, Vue utilises Traction to broadcast and track a variety of targeted emails that provide information on special events and partner offers to relevant customer segments, as well as encouraging them to subscribe to other communications from Vue. The Traction Digital team also provides Vue with ongoing consultancy services aimed at continually improving the effectiveness of email designs and promotional activities. Integrating the Vue website with Traction has allowed Vue to turn transactional and service emails into marketing opportunities by identifying and inserting promotional material relevant to the customer’s purchase and behaviour.
Traction’s ability to facilitate online and mobile competitions has also been key to Vue’s customer acquisition strategy. In addition to txt2win campaigns, Vue have also used Traction to deploy mobile SMS broadcasts to communicate promotional offers to relevant customer segments.
Furthermore, Traction’s survey functionality allows Vue to record and report on customer feedback to help guide the development of appropriate promotions and new initiatives.
“Vue had been considering using three separate companies and two separate technologies to run our email and mobile eDM strategy. With Traction, we have one company and one platform.” Kathryn Hellewell, CRM and Digital Marketing Manager for Vue Entertainment
Vue is now able to communicate across multiple channels, sharing data from across those channels, using a single piece of software. Each communication has become a customer interaction from which Vue can collect and compile valuable insight. These findings are used to increase the effectiveness of its communications as well as develop and refine product offerings.
With Traction’s support, Vue has built and continues to build a significantly sized and active subscriber database. From simple measures such as the automatic presentation of subscription options to non-subscribers through to multi-channel acquisition campaigns, Traction allows Vue to easily expand its marketing database. Churn rates are then minimised by ensuring that marketing content is tailored to suit each customer based on factors such as their location, preferences, demographic criteria and purchase history.
Vue is able to handle an extremely large volume of email, mobile and web communications with the one tool. Tens of millions of communications and interactions are sent and recorded every year. Popular features such as the film times email are delivered reliably and on time maintaining a consistent experience for the 70% of subscribers who have identified it as their most valued feature.
Every communication with a customer is now used for effective cross-selling with targeted offerings. Furthermore, comprehensive tracking and reporting of all customer interactions allows Vue to identify the sales impact of promotional emails and continually improve the performance of its marketing communications.
Event emails are a particularly good example demonstrating the effectiveness of having quality, opted in subscribers and a targeted approach:
“As a result of the fab In Her Shoes email we sold out of tickets for the Gala evening. This is a real achievement as we’d never done something like this before. We communicated it with a banner on the web for 4 days before the email and sold 90 tickets. Within a few hours of sending the email the numbers went to over 1000. In the end we sold about 2500 tickets and sold out at every site … so a big thank you to you guys for a great job!” Kathryn Hellewell, CRM and Digital Manager, Vue Entertainment.