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CINEPLEX ENTERTAINMENT : THE LOYALTY PROGRAM

CASE SUMMARY
Sarah Lewthwaite, Marketing Director for Cineplex Entertainment was asked to resume the development of a loyalty program, following the recent issue mentioning the inconsistent revenue to be achieved each year. The CEO wanted to increase and stabilize the revenue, Lewthwaite was expected to present her recommendation to the Loyalty Steering Committee in regards with the program development, the reward structure, and the type of promotional campaign considered most effective under the existing budget constraints. Another question was that Lewthwaite should consider deeply whether to launch the program regionally or nationally.
Founded in 1979 as a movie theatre company, its mission since the very beginning was focused in offering an exceptional entertainment experience towards movie-goers. Thus, the customers could enjoy the experience of having meal oi snack ar various branded concession counters or, playing in the arcade. Following the growth as it grew substantially, Cineplex faced variable attendance level depending on the crop of new movies. The rating of Revenue Per Guest (RPG) that is utilized as a prime measurement towards Cineplex’s achievement fluctuated in accordance with the film genre presented. As the executives found out, the audiences for action-themed and children’s movies purchased a high volume of concession items which typically resulted higher RPG than dramas. From the pattern discovered, they were able to map the particular groups of customers for specific events and offers. Through this, a Customer Relationship Management (CRM) program is able to be established to help out Lewthwaite facing her challenge.
Acting as a marketing approach in which a company collects individual purchasing information to improve its ability to understand and respond to customer desires and buying

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