dotMailer explain how, by integrating purchase and email systems, they have enabled ODEON to boost customer loyalty
The ODEON Première membership of more than two million means there’s a great deal of transactional data to store and mine. The cinema chain needs to turn these transactional and behavioural patterns into targeted customer segments for data-driven email marketing. By integrating the purchase and email systems, dotMailer has enabled ODEON to achieve extremely precise audience segmentation.
Being able to create and target purchase behaviour-based segments is critical for ODEON to maximise cross-sell from their loyalty scheme membership base and send highly relevant email messages that will build and maintain reader engagement.
The growth of membership and increased levels of interaction are the core drivers for the loyalty campaign. Indications are that it is successfully delivering on both those objectives. Year-on-year growth in membership from July 2012 to June 2013 is currently at 21.6 per cent, and both open and click through rates on email campaigns are well above the industry average.