Iris > 实例探究 > 了解忠诚度计划和票价在电影行业中的作用

了解忠诚度计划和票价在电影行业中的作用

适用功能

产品研发
销售与市场营销

关于客户

该客户是一家英国私募股权公司，在电影行业拥有投资组合。他们有兴趣了解忠诚度计划和门票定价在推动客流量和收入优化方面的作用。

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挑战

一家在电影行业拥有投资组合的英国私募股权公司希望了解忠诚度计划的作用，包括“吃到饱”订阅优惠。由于资源限制，无法访问销售数据、内部员工信息或其他营销材料。客户还想了解门票定价在推动客流量和收入优化方面的作用。

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解决方案

Iris 执行了一个多阶段数据收集和战略开发项目。这包括网络抓取和数据分析，以收集主要连锁影院两周内的定价和销售信息。他们还利用现有的内部知识来确定预测价格差异的因素，例如当地收入、人口密度和最近的竞争对手。此外，他们还使用社交聆听和网站流量分析等数字智能技术来绘制消费者行为、评估情绪并分析促销趋势。根据他们在忠诚度和订阅定价方面的经验，Iris 为客户制定了建议和路线图。他们还确定了现有门票定价市场的趋势以及“现收现付”门票价格和无限订阅模式的机会。

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运营影响

The operational results of the project were significant. Iris was able to gather pricing and sales information for a two-week period covering every screening time across major chains, despite the client's lack of access to sales data. They also identified factors likely to predict price differences, such as local income, population density, and nearest competitor. Through digital intelligence, Iris was able to map social, search, and website behavior with events and pricing data, assess consumer sentiment through social channels, and analyze promotion trends versus competitors. This comprehensive data analysis and strategy development project enabled the client to understand the role of loyalty programs and ticket pricing in driving footfall and optimizing revenue. It also helped them identify gaps in their existing loyalty offers and trends in the existing market for ticket pricing, providing them with opportunities for quick wins and longer-term considerations for an unlimited subscription model.

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数量效益

not mentioned

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了解忠诚度计划和票价在电影行业中的作用

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