ODEON Cinemas Group Selects Selligent to Transform Guest Engagement
- by Saida Ayupova
Selligent, a provider of relationship marketing solutions based on consumer insight, announced on January 16th that Europe’s leading cinema chain, ODEON Cinemas Group, has selected the company to transform guest engagement across Europe.
Selligent will assist ODEON Group’s marketing teams in the UK, Germany, Italy, and Spain to install its relationship marketing platform in each country, and to develop strategies that will strengthen consumer engagement through the delivery of meaningful omnichannel communications across mobile, social, and email.
Roy Jugessur, VP of UK & Northern Europe at Selligent, commented on the partnership: “We are delighted to be working with ODEON. Our technology and partnership means that the group will be at the forefront of customer engagement. Through use of Selligent’s Consumer-First Marketing tools, ODEON will be able to deliver consistently personalised and targeted communications across multiple channels. It will allow them to revolutionise their customer experience by understanding and acting upon individual guest behaviour, in real-time.”
The partnership will help ODEON to create a 360° profile of consumers visiting one of the group’s 244 cinemas. Analysis of this data will allow the cinema group’s guest engagement specialists to execute marketing campaigns in a flexible, targeted, and customer-focused manner. The goal is for ODEON to be able to engage guests with more relevant messaging to increase the frequency of their visits and build overall loyalty.
Geraint Evans, ODEON’s Group Head of Commercial and Strategic Programmes, commented: “Cinema attendance across Europe is as popular as ever, but we believe there are huge opportunities to grow our business further by innovating as we engage and communicate directly with our guests. Our partnership with Selligent introduces a degree of sophistication and personalisation that has never been used before in our industry. We’re already seeing very positive reactions from guests as we communicate with them in a more meaningful manner, and we are excited about the opportunities this presents.”