Loyal customers are the lifeblood. Loyalty program is a commercialize marketing strategy sponsored by retailers and other businesses, offer rewards, discounts and other special incentives that help boost customer loyalty and draw in new customers. This program helps collects first party data to open new revenue streams and creates mutual value exchange in theatrical ecosystem since Covid. Ultimately, a loyalty program is a great way to say thank you and to keep hold of customers.
Each loyalty program for customers is different. Different businesses use different methods to make customers come back. Every company including cinemas, employs a range of tactics to encourage repeat business, covering pricing, service and the promise of unique experiences people cannot get elsewhere. The points program are the simplest and common programs around the commerce world. Base on one simple principle “Spend more to get more”.
Points programs dedicated loyalty and membership that offers a range of exclusive benefits to reward customer for returning to their favorite cinema locations regularly. These programs surprise and delight customers everytime they make a purchase in-store or through website. The EARN and REDEEM approach is pretty simple. Customer get a certain number of points depending on the size of their purchase. They can also earn points from sharing on social media, leaving reviews, having an event or through gamification. These points are translated into some type of reward. Customers seem to work toward collecting a certain number of points to redeem their reward for free movie tickets, purchases in snack concessions, bars or café.
Tiered loyalty programs are similar to point programs. These program finds out the right balance between attainable and desirable rewards by offering different rewards based on milestones / levels of loyalty. Typically, these milestones are measured in monetary. The combination of point-based with a tier program makes the points calculation easy for the customers and encourages them to pursue next loyalty level and thus, more purchases. The more points they receive, the higher loyalty level they will reach. The higher their tier, the more exclusive and better rewards they are eligible including early screenings, free gifts, discounts and early access to new products.
In addition, membership has become increasingly important for business owners to differentiate their brand and service to maintain a source of stable revenue. Rewards offer lifetime membership that all customers can sign up for free. Giving out promotions, in-store discounts, vouchers and free gifts are especially for members to attract new customers to sign up. Larger chains with more screens can entice customers with multiple tiers and expanded benefits. Rewards make customers wanting to comeback for more in term the offering, and cinema being a natural go to social and entertainment hub for a lasting relationship.
