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Digitization in the Entertainment Industry
By Narute Jiensnong, Chief Marketing Officer, Major Cineplex Group
For the cinema industry, Major Group utilizes digital marketing tools based on our customer journey or the process of booking movie tickets. Customers would experience a variety of digital touch-points during their booking journey which all aims to enhance their convenience, making their booking process simpler and less time-consuming. The digital touch-points that we’re currently providing for our customers are the mobile application, website, ticket kiosks and scan-and-go machine (quick tick) that customers could just scan the ticket QR code on their smart phone at the machine in front of the theater and enjoy the movie straightaway.
On Major mobile application, we have developed the tool called ‘Smart movie assistance’ which would help to keep a record, understand customer behavior and suggest the preferable movie that they tend to enjoy. Another function that we have added on the application is ‘Social ticketing’ which would make the decision-making process a whole lot easier when going to a movie with friends. Artificial intelligence and Machine learning would analyze the database and learn from customer behavior. From these innovative functions, Major could provide a more relevant promotion or offers to the customers individually and efficiently. For instance, if a customer always goes to the movie during the off-peak period, we could offer them a bundle package of movie tickets to use during a specific time with a special price that suits his/her current behavior.
Recently, Major aims to decrease the box office counter in all locations and replace the booking channel upfront with ticket kiosks where customers are able to make a purchase themselves. The first advantage is that we could reduce the number of staff or switch them to another position that suitable. Secondly, scrolling through the show time and selecting seats themselves would allow the customers to have more time in making any decision.
The most significant key to success in digital marketing is to know your customer
They would feel more comfortable and enjoy their movie experience with Major Cineplex.
As we have experimented another way of checking tickets before entering the theater with the scan-and-go machine, it is more convenient for the customers since they have the QR code on their smartphone. Besides, it is better in terms of resources management because we don’t have to print the ticket out anymore when purchasing the movie ticket via mobile application.
Digital ordering is another innovative tool that helps to enhance the customer experience. After purchasing the movie tickets on the application, customers are able to choose to add on the product from our concession such as popcorn and drinks combo set to their order. Moreover, if the customers are already inside the theater, they could order snacks via the application and we could deliver the order directly to your seats within a few clicks.
Besides the benefits of cost-saving that the adoption of digital marketing has a great impact on the cinema industry, we believe that this innovation would create more convenient for our customers in every aspect. All customer journeys, from booking tickets to leaving the cinema, would be seamless and less complicated. It would take fewer steps to purchase movie tickets which also reduce customer friction. Their decision on going to the movie would be easier to make and the whole movie experience with Major Cineplex would be more impressive.
2. What according to you are some of the challenges plaguing digital marketing today and how can they be effectively mitigated?
Due to the advancement of technology in the entertainment industry, it is too soon for our customers to adopt the digital marketing idea in all aspects mentioned earlier. It is the investment that a few numbers of people truly understand and tend to adopt the trends. However, in a couple of years from now, we believe that the adoption rate would certainly increase. The main challenge is that it has to be at the right time.
3. Which are a few technological trends influencing digital marketing today? What are some of the best practices businesses should adopt today to steer ahead of competitors?
Artificial Intelligence and Machine learning are the highlighted technological trends that influence digital marketing nowadays. These functions are the predictive analysis that is able to understand customer behavior, so that we could efficiently manage the cinema occupancy and further optimize the company revenue, using the yield management.
4. Do you have any suggestions for industry veterans or budding entrepreneurs from the digital marketing space?
The most significant key to success in digital marketing is to know your customer. Not only understanding their behavior and journey but also realize their pain point that obstructs them. By providing the right digital marketing tools that relevant to them, it surely would be the solutions that create more convenient for them.