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Agenda & Speakers

We Make Movies Better – Bringing Data and Emotional Connections Together

Wednesday, September 21, 2022 - 10:55 AM - 11:30 AM
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


Carrie Trotter, Vice President of Loyalty CRM and Partnerships, AMC Theatres

Carrie Trotter is the Vice President of Loyalty, CRM and Partnerships for AMC Theatres, which is the largest movie exhibition company in the United States, the largest in Europe and the largest throughout the world with approximately 950 theatres and 10,500 screens across the globe. AMC has propelled innovation in the exhibition industry by deploying its Signature power-recliner seats; delivering enhanced food and beverage choices; generating greater guest engagement through its loyalty and subscription programs, web site and mobile apps; offering premium large format experiences and playing a wide variety of content including the latest Hollywood releases and independent programming.
In her role, Trotter leads AMC’s efforts to enhance experiences for their guests through AMC Stubs loyalty program, guest analytics, customer research and strategic partnerships. AMC Stubs has over 26 million households enrolled for benefits for every movie fan and enables a personalized, targeted marketing effort for those guests from a digital and in-theatre experience. Prior to AMC, she guided various retail clients on how to be on the inside track – inside the mind of the consumer, the needs of her partners and on the edge of innovation.  She’s passionate and enthusiastic about every movie, every theatre location and, of course, every movie snack!

Wendy Culpepper, Chief Customer Officer, Kobie

As Chief Customer Officer at Kobie, Wendy leads the company’s Client Services and Business Development teams. She is a specialist in Solutions Architecture, Corporate Strategy, and Business Development that allows our clients to receive the best services and support. She manages front-line representatives with a deep understanding of the power and flexibility of Kobie’s technical solutions.

Wendy has worked in a multitude of industries including Retail, Consumer Electronics, Insurance & Banking verticals, and has deep experience in corporate alignment and strategic initiatives including M&A assessments, emerging markets, and loyalty marketing training for the broader organization. In addition, Wendy was awarded Top 40 under 40 in the 2020 Tampa Bay Business Journal as an outstanding Chief Customer Officer. One of her biggest achievements in her professional career includes serving as a presentation lead and product subject matter expert, resulting in over $60M in new business from Fortune 50,100, and 500 clients.

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