DEG partnered with a national movie theater chain to use a simple email receipt to create a better customer experience.
Nobody wants to watch a movie and know exactly what’s going to happen next. Spoiler alert—if you knew Bruce Willis was dead the entire time, or Edward Norton’s character in Fight Club was also Tyler Durden, what fun would that be?
Marketers, on the other hand, prefer a predictive storyline when it comes to their customers, and want to know the exact moment when moviegoers are going to engage with them. One national movie theater chain has found the script and is using its knowledge to create a better guest experience.
Order confirmation emails are common practice for B2C brands. Like a traditional confirmation email, the movie theater chain’s email receipt confirmed guests’ purchases, but its power expanded well beyond transactional details. While the receipt confirmed a guest’s upcoming movie purchase, it also allowed the company to know exactly when and where a customer would be visiting them next.
The brand has made creating the best in-theatre experience a priority: the big screen, surround sound, popcorn, and comfy recliner seats. After DEG spent time researching the guest experience first-hand, it identified the email receipt as a promising opportunity to maintain that experience and allow the brand to better market to guests in the moment before they’re about to have their next theater experience.
The dad who takes his kids to watch the latest animated movie on a rainy Saturday afternoon and the couple who spends their date night with a thriller are both engaging with the brand, but the context surrounding the moment of their engagement is disparate—and as such, their context warrants separate and relevant messaging.
Instead of inserting a piece of dynamic content into the triggered email, DEG developed a template where every element of the receipt could be personalized based on the guest’s location, age, loyalty status, time of day, and other behavioral data compiled from past experiences—all while driving guests to prepare for the theatre experience either online or once they arrive.