I made an impromptu visit to the cinema at the weekend as part of the mother’s day celebrations for my wife. I enquired at the kiosk if we (I, my wife and our 2 teenage sons) qualified for a family ticket. Unfortunately we didn’t as we are, according to this cinema chain, not a family. We have 2 teenage sons and they are a separate price, they had pricing for children, teenagers and adults!! What surprised me and disappointed me was there was no attempt to sell another package, a promotion, online booking facility at all. Iwould call this cinema chain very retail focused. I usually book my cinema tickets through another cinema chain, online. I receive a 10% discount through booking online, a family discount (because they define a family as 2 adults and 2 children (under 16)) and e-mail booking confirmation. They e-mail after our cinema visit to check everything was okay and openly giving me the opportunityto raise issues. The other cinema chain I visited on Sunday have not contacted me (they do not have my data) for feedback or future promotions to encourage me to visit the cinema.
Guess which cinema chain regularly receives booking from the Robottom household?
The lesson here for retail focused chains is you must engage with your customers and react positively when a question is raised.I was openly inviting them to sell me a package, future promotion or leaflet where they could collect my personal data and preferences. They completely ignored me!! My usual cinema chain will e-mail later this week with the new releases, special promotions for families and a feedback loop. I’m not surprised retail is suffering!!
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