PVR's digital path to creating loyalty

As the cinema chain launches a digital plan to woo customers, building relevance and context will be key

PVR Cinemas recently launched a digital loyalty programme — a first of its kind for an exhibition chain in India — that aims to exploit data analytics to deliver more value to retain and attract more movie-goers. The programme is designed as an intuitive feature where the user’s mobile phone is effectively the membership card that collects points for every transaction which can be redeemed for a movie ticket or food and beverage (F&B) at the counter.

The Rs 2,182-crore company aims to generate one extra visit and F&B transaction each for every member annually, and grow the membership base