Hoyts launches new loyalty scheme to encourage more visits, gather customer data

Major Australian exhibitor Hoyts this week launched a points-based rewards system that it says is a world first in terms of its flexibility and its capacity to gather information about customer tastes and habits.

Under the “Hoyts Rewards” system, moviegoers will earn 10 points for every A$1 spent at the candy bar and on tickets, equating to 10 Australian cents or a rolling 10% discount.

While there is nothing new about cinema loyalty programs, Matthew Liebmann, director of commercial and new business, said that he knows of no other that is as generous and flexible: every cent spent by customers has a points value and customers can redeem those points on “just about any” food or beverage item on sale as well as on any kind of movie-going experience including 3D and the premium La Premiere sessions.

“They have been hugely supportive and were heartened by us locking shoulders with them by putting our candy bar sales on the line,” said Liebmann when asked about the reaction of film distributors to this discounting.

In addition to encouraging more visits, the other significant aspect of the scheme is the big gains it is expected to deliver in terms of gathering information on individual customers for the purpose of direct marketing.

For example, there are incentives for a customer to register his or her interest in upcoming films on-line via their own “Flicks List”, giving Hoyts a perfect opportunity to send a text message when the film opens and another when it nears the end of its season that might offer an ultra cheap entry price for the following 24 hours.

“We will know what people say they want to see, what they actually see and, because they are encouraged to rate films too, what they thought of what they saw,” said Liebmann.

The system can also be used to drive customers to one of the 80 or so Oovie DVD rental kiosks that Hoyts has in supermarkets and other retail centres in Sydney and Melbourne.

Hoyts has promised distributors access to some of the information they gather, in aggregate form and only in relation to the films each distributor releases. No personal details will be passed on.

Opting into Hoyts Rewards costs A$10 per year and one general admission ticket is made available “free” in exchange for activating membership on line. As with many member-based loyalty schemes, competitions, invitations to premieres and special screenings, merchandise and discounts are part of the offer.