Going to the movies with BioZonen
The revamped BioZonen focuses on good relations and member loyalty. The cinema club aims to number 200,000 members by the end of the year.
With a wealth of offers vying for audience favour, cinemas have to forge even closer ties with their guests. For a decade BioZonen has provided a meeting place for film lovers, rewarding them for choosing Nordisk Film venues by offering a range of perks such as events, special offers and competitions. We want to retain their loyalty in future.
In October the people behind BioZonen launched a new system with an even sharper focus on user involvement and customer loyalty than its predecessor. The importance of keeping existing customers has become abundantly clear.
‘Good customer relations are the beall and end-all for us. We are in fierce competition with other cinemas and entertainment offers. If we want audiences to prefer our cinemas, we need to give them something extra that the others can’t,’ says Stine Påskesen, membership coordinator of BioZonen.
New features
The new version of BioZonen has loads of features. Joining is free, after which members earn points for every cinema visit. Members receive invitations to sneak previews and events, and can interact on the BioZonen website, which offers further possibilities for earning points, for example, by reviewing films they have seen. Members get a free cinema ticket once they have amassed enough points.
The new version of BioZonen has loads of features. Joining is free, after which members earn points for every cinema visit. Members receive invitations to sneak previews and events, and can interact on the BioZonen website, which offers further possibilities for earning points, for example, by reviewing films they have seen. Members get a free cinema ticket once they have amassed enough points.
‘BioZonen members show us which films they like. This gives us a unique chance to engage them in a personal dialogue about their taste in films and how they can earn and spend points on other films that we recommend. That attracts guests into the cinema and makes the till sing,’ says Jacob Elkær-Hansen, sales and marketing manger of Nordisk Film Cinemas.
Loyalty pays
BioZonen also distinguishes between silver members and VIP members. To qualify for VIP status, members have to visit the cinema at least 12 times a year. In return they get a discount on popcorn and soft drinks, and are invited to more events than silver members.
BioZonen also distinguishes between silver members and VIP members. To qualify for VIP status, members have to visit the cinema at least 12 times a year. In return they get a discount on popcorn and soft drinks, and are invited to more events than silver members.
‘Our primary focus is not getting members to visit the BioZonen website as often as possible but drawing them into the cinemas as often as possible,’ continues Jacob Elkær-Hansen.
Ten years old this year
For a decade BioZonen has been a place for cinemas to rally film lovers, rewarding them for choosing Nordisk Film venues by offering a range of benefits such as events, special offers and competitions. Over the past few years BioZonen has become more than a meeting point, and the cinema club now numbers more than 180,000 members. The end-year target is 200,000 members.
