In the next few months Odeon will be performing a trial of beacons, they wish to welcome people to the cinema, inform them about special deals, share information creating a superior customer experience overall.
The focus of the trail is an enhanced customer experience, they wish to allow people to scan film posters with their mobiles, see movie trailers and receive reminders when those films are launched in the cinema.
“As a retailer we’re looking at how we can use WiFi and iBeacon technology to give us more insight. Without being intrusive we want to understand things like using mobile technology to see average dwell time in the foyer, what is people’s route through the cinema, do you go in and come back again? You can’t talk to them if you know that but it at least gives insight into customers in the retail space,” Odeon’s commercial director Andy Edge says.
Summary of how Odeon is using proximity marketing to create a superior customer experience
We are starting to see a growing number of installations of proximity marketing. It’s great to see a retailer realize that proximity marketing isn’t just about pushing discounts or incentives to buy, but also about engaging people to boost the brand experience, in addition to creating a better customer experience.
There are several very simple ways that Odeon could be using proximity marketing to boost revenue and sell tickets. As an example, in the middle of the afternoon on a slow day, they have shows scheduled whether visitors are there or not. It would seem practical to announce the early bird special to all users within a specific range. If 10 additional customers accepted the special, they still increased their daily profit by 10. That particular example, not merely improve the customer experience, but also increases Odeon’s profits.
While I think that Odeon should be commended on taking steps with this new technology, I would have been more impressed with a much more integrated approach to creating an better customer experience.