A box office hit for
Regal Cinemas
A reimagined movie going
experience increased in-app ticket
purchases by 290%.
The Work
With 7,307 screens in 564 theaters, the largest movie theater chain in the U.S wanted to re-envision its customer loyalty program—including its apps for Android, iOS, and tvOS. Regal partnered with WillowTree to bring the magic of the movies to mobile.
The Challenge
Movie aficionados loved the Regal Cinemas experience, and Regal had a vision to enhance its loyalty program to reward them. Regal partnered with WillowTree and began reworking its approach to customer loyalty in all channels—including digital.
The Process
Loyalty is more than just tiers and rewards—it’s the result of an extraordinary customer experience.
Regal Entertainment Group and WillowTree performed in-depth research on Regal customers: identifying key personas, mapping customer journeys, and drawing out strategic insights from the process. We also performed ethnographic research, heading to the theater to complete on-site observational interviews in urban and suburban cinemas. And we distributed surveys to over 3,000 Regal loyalty club members.
Using our proprietary process to analyze user behaviors, we were able to segment the personas based on how often they go to the movies. By understanding the customer’s experience, Regal improved its data integrity and reduced the number of duplicate loyalty card sign-ups. Plus, it ensured that moviegoers will receive a better experience, with more Regal Crown Club points and rewards.
iOS
Key Screens
Android
Key Screens
"Can't stop using this app. I like watching my points grow and having control on what I can spend them towards. Fun, fast, and easy to use."
BEAUTIFUL UI WITH GORGEOUSLY CRAFTED FUNCTIONALITIES
CASE STUDIES
Some of our other projects.
