Kinepolis is an important European cinema operator with three strategic pillars: being the best cinema operator, best real estate operator, and best marketer. As the best marketer, Kinepolis aims to know customers better through personalized websites and digital channels, increase communication, and automate processes. The 2016 commercial plan focuses on rationalizing product offerings, extending sales channels like a new e-shop, and increasing awareness of gifting and loyalty products. The e-shop launched in December 2015 and saw over 21,000 units sold in its first 15 months, reaching the break-even point after just one week. Ongoing areas for improvement include optimizing fulfillment and customer service levels as well as adding new product

1. Kinepolis Eshop
Belgium
Commercial Plan 2016
5-5-2017 1

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