SlideShare a Scribd company logo
Kinepolis Eshop
Belgium
Commercial Plan 2016
5-5-2017 1
Tickets & More
• Important European Cinema Operator
• Kinepolis’ 3 Strategic Pillars:
– Best Cinema Operator
– Best Real Estate Operator
– Best Marketeer
• Best Marketeer:
– Knowing our customers better
– Communication as a Service
– More Digital
– More automation
Tickets & More
• Getting to know our customers better through:
– Personalised website
– Websales:
• Most important sales channel ( 2017)
• Numbered seating ( 2009)
• Introduction of Passbook ( 2015)
Sales Promo Strategy
Rationalize product
portfolio
What?
• Clear communication story on
product offering & pricing
How?
• Simplify product portfolio
• Transparent pricing between
all products
• Update look and feel of sales
promo’s
Extend sales channels
What?
• Broaden the B2C sales
channels for gifting and
loyalty products
How?
• Kinepolis e-shop for sales
promo’s
Increase awareness &
visibility
What?
• Top of mind awareness of
gifting solutions
• Clear benefits on loyalty
products
How?
• Communicate more and
continouosly on sales promo’s
• Increase visibility in
complex
• Challenges : Increase awareness on loyalty products by focussing on offered
advantages and make gifting propositions top of mind when looking for the perfect gift
Eshop flow
Kinepolis eshop Product selection
& buying in shop
Payment gateway
Order
confirmation (SIM)
Order received &
packed
Order shipped
Order
confirmation(SIM)
Financial booking
Inventory mgmt &
Retour handling
Eshop launched on Dec 14th 2015
360° Media campaign with new communication concept
5” tag on in TV campaign
National Radio campaign
Print media
Online bannering
Activation on Kinepolis
communication channels (email,
filmkrant,website header ...)
Google display campaign (2w)
Eshop results
• Results:
– Over 21 K units sold in 15 months
– Break even point reached after 1 week
– On top margin via shipping fee
0
10000
20000
30000
40000
50000
Dec '15 Jan '16 Feb '16
Eshop sales
Complex Eshop
0
500
1000
1500
2000
2500
Moviebox 1.1 Moviebox 2.0 Moviebox 2.1 Moviebox 4.0 Moviebox 4.2
Movieboxes sold
Nr Sold
11%
13% 7%
Eshop: learnings
• E- fullfillment partner
– Select a trustworthy and flexible handling+shipping partner
– Negotiate and compare prices
• Customer service:
– High expectations from customers. Have a dedicated team available to service within
acceptable SLA’s!
– Customers expect email and telnr to call/mail about pack delivery info
• Delivery
– Offer more delivery options to customer (incl track and trace)
– Clearly communicate on expected delivery dates. Offer a compensation when deadline
is not met (service!)
Eshop: Next steps
• Optimize wow and improve service levels
• Communication on a continuous base and not only end of year  increase volumes in low season
• Add new products in shop
– Loyalty cards
– Themed packages
– Merchandising (by ITS)
• Upsell in shop
– Offer more delivery options
– Personalisation at extra costs (extra card, personal message)
– Add more packaging options (standard box to premium box)
• Trade marketing possibilities
– Flyers can be added in pack
– Themed packages
Kinepolis   stijn vanspauwen

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Kinepolis stijn vanspauwen

  • 2. Tickets & More • Important European Cinema Operator • Kinepolis’ 3 Strategic Pillars: – Best Cinema Operator – Best Real Estate Operator – Best Marketeer • Best Marketeer: – Knowing our customers better – Communication as a Service – More Digital – More automation
  • 3. Tickets & More • Getting to know our customers better through: – Personalised website – Websales: • Most important sales channel ( 2017) • Numbered seating ( 2009) • Introduction of Passbook ( 2015)
  • 4. Sales Promo Strategy Rationalize product portfolio What? • Clear communication story on product offering & pricing How? • Simplify product portfolio • Transparent pricing between all products • Update look and feel of sales promo’s Extend sales channels What? • Broaden the B2C sales channels for gifting and loyalty products How? • Kinepolis e-shop for sales promo’s Increase awareness & visibility What? • Top of mind awareness of gifting solutions • Clear benefits on loyalty products How? • Communicate more and continouosly on sales promo’s • Increase visibility in complex • Challenges : Increase awareness on loyalty products by focussing on offered advantages and make gifting propositions top of mind when looking for the perfect gift
  • 5. Eshop flow Kinepolis eshop Product selection & buying in shop Payment gateway Order confirmation (SIM) Order received & packed Order shipped Order confirmation(SIM) Financial booking Inventory mgmt & Retour handling
  • 6. Eshop launched on Dec 14th 2015 360° Media campaign with new communication concept 5” tag on in TV campaign National Radio campaign Print media Online bannering Activation on Kinepolis communication channels (email, filmkrant,website header ...) Google display campaign (2w)
  • 7. Eshop results • Results: – Over 21 K units sold in 15 months – Break even point reached after 1 week – On top margin via shipping fee 0 10000 20000 30000 40000 50000 Dec '15 Jan '16 Feb '16 Eshop sales Complex Eshop 0 500 1000 1500 2000 2500 Moviebox 1.1 Moviebox 2.0 Moviebox 2.1 Moviebox 4.0 Moviebox 4.2 Movieboxes sold Nr Sold 11% 13% 7%
  • 8. Eshop: learnings • E- fullfillment partner – Select a trustworthy and flexible handling+shipping partner – Negotiate and compare prices • Customer service: – High expectations from customers. Have a dedicated team available to service within acceptable SLA’s! – Customers expect email and telnr to call/mail about pack delivery info • Delivery – Offer more delivery options to customer (incl track and trace) – Clearly communicate on expected delivery dates. Offer a compensation when deadline is not met (service!)
  • 9. Eshop: Next steps • Optimize wow and improve service levels • Communication on a continuous base and not only end of year  increase volumes in low season • Add new products in shop – Loyalty cards – Themed packages – Merchandising (by ITS) • Upsell in shop – Offer more delivery options – Personalisation at extra costs (extra card, personal message) – Add more packaging options (standard box to premium box) • Trade marketing possibilities – Flyers can be added in pack – Themed packages

Editor's Notes

  1. SV
  2. KVS Challenges 2016 Increase awareness on loyalty products by focussing on offered advantages and make gifting propositions top of mind when looking for the perfect gift Communicate more on gifting and loyalty (own, earned + paid) Develop new gifting/loyalty campaign tapping into insight that it is a gift that pleases everybody! Integrate gifting communication as fixed element in own media channels throughout the year + burst campaigns around important MOT’s with external media Add Gifting tag on on tv spot, SEA campaign Increase visibility in complex on loyalty products Dedicated sales display in foyer of complexes to stimulate impuls buying (also for online and ATM buyers) Offer new and up to date POS materials to complexes (incl preshow spot) Pricing 100d card: 80,5€ 10 to see 90,5€
  3. GDN: Target Shoppers, Film Fans, Cadeaubox, Cadeauvoucher straal 15 km rond Brugge, Oostende, Gent, Brussel, Luik, Kortrijk, Hasselt, Antwerpen, Gent, Braine Total         impressions CTR Clicks Budget Google Display 4.854.422 0,31% 15.052 € 4.500,00
  4. KVS Bleckman cost per ietem sold 2,92€ - 3,3€
  5. KVS