Cinema group ODEON bolsters digital marketing efforts with latest Selligent partnership

Selligent, the world’s leading independent provider of one to one engagement solutions for relationship marketers, has today announced Europe’s leading cinema chain, ODEON Cinemas Group, as a new client.

Selligent is working with ODEON Group’s marketing teams in the UK, Germany, Italy and Spain to install its innovative relationship marketing platform in each country, and to develop strategies that will strengthen consumer engagement through the delivery of meaningful omnichannel communications across mobile, social and email.

The partnership will help ODEON to create a 360° profile of their consumers, who visit one of the group’s 244 cinemas. Analysis of this data will allow the cinema group’s guest engagement specialists to execute marketing campaigns in a flexible, targeted and customer-focused manner. 

As a result, ODEON will be able to engage guests with more relevant messaging to increase the frequency of their visits and build overall loyalty. Selligent’s solution also enables web content and experiences to be personalised around specific interests. Website data can also be used to customise messaging across other channels. 

Roy Jugessur, VP of UK & Northern Europe, Selligent, said: “We are delighted to be working with ODEON. Our technology and partnership means that the group will be at the forefront of customer engagement. Through use of Selligent’s Consumer-First Marketing tools, ODEON will be able to deliver consistently personalised and targeted communications across multiple channels. It will allow them to revolutionise their customer experience by understanding and acting upon individual guest behaviour, in real-time.”

Geraint Evans, ODEON’s Group Head of Commercial and Strategic Programmes, says: “Cinema attendance across Europe is as popular as ever, but we believe there are huge opportunities to grow our business further by innovating as we engage and communicate directly with our guests. Our partnership with Selligent introduces a degree of sophistication and personalisation that has never been used before in our industry. We’re already seeing very positive reactions from guests as we communicate with them in a more meaningful manner, and we are excited about the opportunities this presents.” 

Selligent’s relationship marketing solutions enable B2C brands to engage customers with contextually relevant messages at key moments across a range of channels, including email, mobile, social, web, and offline. Selligent works with 700 brands in 30 countries worldwide, employing 500 people across 10 offices around the globe.