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Dubai-based Roxy Cinemas, a part of Meraas Holding, is now offering their customers more—Roxy Plus, a loyalty programme that goes beyond the “buy tickets and earn points” concept.
Influx built Roxy Cinemas digital platforms (website, native mobile apps and kiosks) in early 2017. Since then, we have worked closely with them on multiple projects to enhance their movie-goers digital experience. And now we’ve built Roxy Plus, the biggest project of them all.
Membership to Roxy Plus is free. Every new user automatically becomes a Silver member with the option for existing users to manually enrol into the loyalty programme. Rewards accumulate at the rate of 1 point for every 1 AED spent, with an additional 5 bonus points for booking tickets and F&B online via website or mobile apps.
Roxy Plus has three levels—Silver, Gold and Platinum. As points accumulate, the user ascends to the next level, thus making this loyalty programme aspirational as well. An online dashboard gives the user an overview of the level he’s at and all points earned or used. Perks include free movie tickets, discounts on F&B and exclusive access to movie premieres. Roxy Plus points can be used online or at the PoS to pick up concessions using a QR code.
We began with a UX exercise that involved multiple internal discussions as well as sessions with Roxy Cinemas and Vista, the cinema software company. We needed to design and build Roxy Plus with a smooth flow to ensure that customers have a seamless booking and reward redemption experience on the website or on the app.
Once we froze on the flow, we identified touch-points on each screen to inform the user about Roxy Cinemas’ new loyalty programme, with messages and prompts appearing to urge users to enrol in Roxy Plus.
We integrated Vista and Vista Loyalty from the Vista software suite in the revamp of Roxy Cinemas’ digital properties. The loyalty database is connected with Movio which will allow Roxy Cinemas to understand and analyse customer-behaviour and preferences which, in turn, can be used to plan offers or create SMS or email campaigns that are targeted for specific audiences.
Vista’s cinema software is built to manage cinema operations, ticket sales and concessions with various payment modes and options while Vista Loyalty validates and records member activity. We added another layer to these two Vista softwares to accommodate Roxy Cinemas’ business logic.
Roxy Plus is introduced in the Home screen itself. The new Booking Confirmation page will include the points earned in the transaction. We also have a new page under My Account and a redesigned dashboard. The Booking History page which show the total number of points, what they can be redeemed for, and previous redemptions, if any. As an enhancement, we also revamped the My Profile page.
We’d love to say it was a breeze, but the project required a lot of planning to fix on how we would mitigate any challenges and ensure the smooth functioning of the Roxy Plus loyalty programme on the website, and iOS and Android apps.
Our QA team drew up a list of over 150 scenarios that needed to be architected to integrate the loyalty programme into Roxy Cinemas digital platforms so that the APIs worked perfectly and users could earn, redeem and easily track their points on the website or apps. For instance, how do we migrate the existing database of 140,000 users and sync it with Vista Loyalty; how do we get existing users to enrol in Roxy Plus; how does the redemption process work?
All these took much planning and coordination within our own teams at Influx, as well as between our project managers and tech team and Roxy’s and Vista’s teams. Every stage was put through rigorous testing by our QA team.
