The Cornerhouse customer loyalty scheme
The Cornerhouse customer loyalty scheme
The Cornerhouse is a major leisure complex in Nottingham and is home to 19 venues including a cinema, nightclub, bars, cafes and restaurants and Casino.
In 2005 HMA Digital Marketing worked with The Cornerhouse marketing team to set up and manage a customer loyalty scheme. HMA created the website and designed the database that powers the loyalty scheme which provides a range of benefits including discounts and special offers, largely supplied by tenants of The Cornerhouse.
Objectives
Having successfully run the scheme for a couple of years The Cornerhouse team wanted to increase the rate of new membership, encourage greater spend at its venues and increase footfall. All objectives had to be met via the most cost effective means and appropriate media to reach the defined target audience who are primarily Nottingham residents aged between 18 and 34 years, of both genders. This group is largely made up of students and young professionals.
Solution
HMA designed and developed a touch screen programme, installed the kiosk in The Cornerhouse and made improvements to the website and customer database.
The kiosk made joining the scheme easier for those visiting the venue, made offers more easily available and helped to direct trade directly to tenants. An integral printer allows offers to be printed there and then so increasing uptake.The kiosk programme was developed in Flash with an XML feed which allows The Cornerhouse to update both the website and the kiosk at the same time. The kiosk has an internet connection to enable the postcode recognition software to be used within the registration process and also allowing access to the kiosk remotely ensuring that HMA can support the programme without having to be on site. A separate area of the content management system was also provided allowing Cineworld to update their cinema times on the kiosk too.
The loyalty scheme database is synchronised to combine the website and kiosk registrants and de-duped, to avoid card duplication, the removal of entries with salacious words and those registrants who are under 18 years of age are also removed during this process.
The loyalty scheme database has also allowed for direct email marketing to the members of The Cornerhouse Card scheme, through the use of the email management system created by HMA. The Cornerhouse can then email their members regularly with news and offers available exclusively to cardholders.
Effectiveness and Success
The introduction of the kiosk has proved very successful with a 375% increase in registrants in the first four months of implementation.
As a result of the increase in registrants The Cornerhouse has seen a significant increase in the uptake of exclusive Cornerhouse Card offers which have more than doubled post kiosk. The Cornerhouse has also saw an increase in footfall of over 5% compared to the same period the previous year.
“HMA is a first class digital marketing agency. On the back of launching our customer loyalty scheme in 2004, they have also designed/programmed our website and provided us with the capability to execute digital campaigns to compliment our existing marketing materials. The team are second to none and their work is outstanding. We look forward to many more years of working alongside HMA,” said Jane Barton The Cornerhouse Marketing Manager.”
Jane Barton, Marketing Manager, The Cornerhouse Nottingham
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