AMC Theatres faced industry-specific challenges throughout the pandemic, as well as those challenges faced across the board, including new safety protocols, staffing and supply chain shortages. To combat the after-effects of the pandemic, Carrie Trotter, VP of Theatre Marketing and Loyalty for AMC Theatres and her team developed a customer-centric re-engagement strategy supported by their
loyalty for all approach – providing both usable first-party data and calling upon an engaged customer base.
The cornerstone of this strategy was a historic rebranding effort. The resulting national campaigns drew upon the brand’s 102-year history, creating nostalgia and bringing back the emotional connection around the movie-going experience: AMC Theatres, “We Make Movies Better.”
Through the partnership with Kobie, AMC was able to leverage data and guest feedback to support re-engagement strategies like safety and cleanliness messaging, personalized loyalty offers, and mobile and payments acceleration that significantly built brand loyalty and increased customer engagement.
By using data collected to inform its main re-engagement strategies and address challenges posed by the pandemic, AMC Stubs loyalty program resulted in a 34% increase in spend per patron across all three tiers.
Key takeaways from the presentation include:
- Responding and adapting to changes in consumer habits as a result of the pandemic
- Leveraging first-party data and guest feedback to enable a holistic view of customer transactions, behaviors and emotional motivations (triple-play data)
- How to activate and utilize data to inform customer experience, CRM and rebranding to grow customer loyalty