Understanding customer loyalty in the cinema industry is crucial for long-term success. Since the pandemic we have a growing customer programme and a digital app that helps us see how the customers engage with our theaters. We can therefore segment our customers into different groups and find a unique approach to each of those groups and engage them.

In this presentation you will learn:

• How to segment customers using RFM?
• How to map RFM to customer journey?
• How to engage and re-engage customers based on insights?