Allure’s digital menu analysis and optimization drives material revenue increases for Pacific Theatres
Allure, A Christie Company (Allure), the market leader in activating brands, environments, and experiences digitally, has announced the results of its pilot for transaction analytics and menu optimization. The announcement came during CinemaCon in Las Vegas. CinemaCon is the largest and most important annual gathering of cinema owners and operators from around the world. Allure and Christie are premier sponsors and exhibitors at the event which will jumpstart the excitement and buzz that surrounds the summer season, and beyond, at the box office.
With its long history of success in the Theatre/Cinema industry, Allure worked with Pacific Theatres in an effort to raise overall concessions revenue through increased customer participation and higher per-cap transactions. The project was broken into several distinct phases starting with the collection and evaluation of transaction data for millions of historical Point-of-Sale (POS) transactions. Following the data collection phase, the Allure team embarked on 3 phases of product, combo, and price hypothesis testing, followed by a new creative strategy – all culminating in a new menu content redesign.
Allure’s first testing phase began with the introduction of new combos that were revealed by the POS transaction data. In this phase Pacific began successfully cross-selling beverages and snacks, ultimately resulting in the creation of a new, popular combo which materially increased snack and beverage incidences.
The second testing phase focused on price elasticity and successfully identified the optimal pricing strategy for existing products and combos, as well as for the new combos that were identified in Phase 1. Allure’s evaluation of the data allowed Pacific to steer customers toward larger popcorn and beverage sizes, while minimizing combo discounts, with no significant reduction in demand.
Allure and Pacific completed the program by embarking on a significant creative redesign, facilitated by the data-driven content strategy that was enabled through the transaction analytics. The comprehensive redesign was based on the scientific findings of the earlier phases and then optimized by creatively allowing for greater promotion flexibility and stronger upsell messaging.
“We are very satisfied with the results of the Allure analysis and the resulting new concessions menu design that was created,” said Steven Ramskill, Pacific Theatres’ Director of Food & Beverage. “The new menu is definitely more of a crowd pleaser, as evidenced by our customers’ buying behavior.”
“The results of this Data-Driven Menu redesign are indicative of the opportunity that is untapped in a number of Food & Beverage environments,” remarked Craig Chapin, President of Allure. “A good look at the data and some informed testing quickly produced gains for Pacific. These kinds of results occur every time a client’s data is leveraged, always producing a revenue lift that is 10 times, or more, greater than what a client would spend to evaluate the data and follow up with the testing.”
Allure and Christie will be discussing transaction analytics and menu optimization with potential clients at their shared conference room during the CinemaCon event in April.
For more information, demonstrations, or to express interest in menu optimization opportunities, please contact Allure at info(at)allure-christie.com.
About Allure, A Christie Company (http://www.allure-christie.com)
Allure visual communication and retail transaction solutions connect businesses, brands and products with their consumers at points of influence and purchase in a variety of environments. Leveraging dynamic digital signage integrations to drive new revenue streams and create differentiated brand experiences, the company’s suite of intelligent solutions integrate advanced analytics, exceptional creative, software, and hardware with business applications to deliver engaging data-driven experiences, activate brands and achieve desired business outcomes. Allure software and services power more than 25,000 networked displays and devices that activate brands, environments and experiences…digitally.
About Christie (http://www.christiedigital.com)
Christie Digital Systems USA, Inc. is a global visual and audio technologies company and is a wholly-owned subsidiary of Ushio, Inc., Japan, (JP:6925). Consistently setting the standards by being the first to market some of the world’s most advanced projectors, complete system displays, and cinema audio solutions, Christie is recognized as one of the most innovative visual technology companies in the world. From retail displays to Hollywood, mission critical command centers to classrooms and training simulators, Christie display solutions and projectors capture the attention of audiences around the world with dynamic and stunning images.
Christie® is a registered trademark of Christie Digital Systems USA, Inc., registered in the United States of America and certain other countries. “Allure”, “Christie”, and the “Christie Experiential Network” are trademarks of Christie Digital Systems USA, Inc., registered in the United States of America and certain other countries. Other company and product names may be trademarks or trade names of their respective owners.
Photo Credit: iStockPhoto.com
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