A few years ago, the cinema held an appeal because customers used to have an experience that wasn’t available elsewhere — on a large screen with quality sound and a movie that wasn’t available on the internet. With screens available everywhere, the cinema is an option.
And to become a more attractive option, cinemas must enable a better movie going experience by transforming all their backend processes. This blog post is going to articulate how SAP S/4HANA, an intelligent ERP, can help engage with customers.
A traditional cinema customer journey often involves getting a general promotional mailer with little to no personalization despite previous movie going experiences with that cinema. In this age of the customer where customers expect their loyalty to be valued, these emails just aren’t good enough. The key to success in this new media landscape is better customer engagement and operational improvement. SAP S/4HANA is designed to help you understand your customers better – and then act on that understanding to orchestrate better experiences tailored exclusively for them.
Here are some of the key business values that cinemas can create by implementing SAP S/4HANA:
Audience targeting and segmentation
Implementing SAP S/4HANA allows greater insight into customer buying behaviour and preferences. This offers a chance to listen to customers through their data leading to targeted marketing campaigns that have a higher response rate. Knowing the kind of movies they like, their preferred seats, and concession snacks can go a long way in retaining customers.
For instance, if a customer always buys caramel popcorn, they could be informed about a new caramel flavour that is available, while purchasing tickets online. If they are hardcore fans of a movie franchise, say Star Wars, personalized promotions can be created; the potential is boundless. Offering special packages and experiences inclusive of food and drinks at the concession will make the cinema experience infinitely more memorable. The SAP Predictive analysis allows you to launch and follow targeted marketing campaigns using data sources on-premise and in the cloud.
Social listening and sentiment analysis
The multiplex by itself is a big selling point. Drive repeat business by creating a better experience inside the cinema. Roll out the red carpet for repeat customers. Make them feel cherished and special; have them greeted by name, offer valet parking so customers don’t have to worry about finding a parking spot. Small touches can go a long way in creating a great experience. SAP Predictive Analytics is especially useful in empowering the customer experience because it can anticipate behaviours across disparate data sets, such as customer calls in call centers, as well as social network analyses of customer behaviour.
Loyalty management
Treat your best customers like insiders by providing powerful loyalty programs. SAP S/4HANA uses the data generated to know what they like and helps personalize aspects of the program. Configure and manage special campaigns, promotion codes, price reductions, and memberships. Nobody today likes waiting in line; create better experiences with better queue management. Optimize marketing with real-time customer insights and performance measurement and management.
Omnichannel engagement
Maximize revenue through omnichannel engagement with the advantage of flexibility to sell across multiple channels. The software lets you decide on sales channels, fee structures, and sales permissions to take control of your ticketing system and build a stronger brand. Take advantage of the integrated premium functions to win new customers, tap additional sources of revenue, and strengthen relations with existing customers.
Incorporating social selling through social media channels and offering rewards with every ticket purchased have a great reach.
Minimize costs
In an IDC survey of over 300 SAP customers, reduced cost (31.1%) was cited as the highest factor to switch to SAP S/4HANA by users, indicating that even early on, they were beginning to realize measurable benefits.
Integrate the SAP software into your technology landscape to meet your IT and process requirements. Connect with various admission control systems and gather ticketing data. The software is flexible and creates a scalable ticketing platform that provides visibility into all of your ticketing and customer data.
Technology allows your staff to be available for your customers and gives them time to personalize interaction while the software integrates the front end and back end from the tablet in your hand, while you are on the floor.
Conclusion
When insight, adaptability, and engagement are critical to success, companies cannot rely on yesterday’s technology. Digitizing knowledge is a first step to being part of and flourishing in a digital ecosystem. Nearly every industry and every process now runs on information, leveraging data to gain efficiency through widespread automation.
SAP S/4HANA places the pertinent data in front of the right people at the perfect time. With this comes the need to recognize the signals that have impact, and act on them. Leveraging real-time access to data in SAP S/4HANA helps streamline operations, eliminate information delay, and enable an accelerated response, driving down costs.
ArcLight cinemas had over 38 million transactions in 4 months post their SAP S/4HANA implementation in just 12 weeks with Savantis, an SAP Gold Partner. David Bent, VP, Decurion Financing says that these systems allow to act on real data in the moment, and give a better experience to customers, which entices them to want to come back.
Enjoy a business advantage with an intelligent, next-generation software designed to integrate business processes, turn real-time data into action, increase employee productivity, and keep systems secure.
For more details, get in touch with us.
