Subscription Pricing in Leisure

A UK Private Equity firm with portfolio interests in the cinema industry wanted to understand the role of loyalty programs, including an ‘all-you-can-eat’ subscription offer. Due to constraints on their resources, there was no access to sales data, internal staff information, or other marketing material. The client also wanted to understand the role of ticket pricing on driving footfall and revenue optimization.

Iris executed a multi-phase data gathering and strategy development project:

Web scraping / data analysisUsing a partner firm specialising in web-scraping, we were able to scrape pricing and sales information for a 2-week period covering every screening time across the major chains. Using existing internal knowledge we also identified factors likely to predict price differences, including local income, population density and nearest competitor.

Digital IntelligenceBy using social listening and an analysis of website traffic, we identified:

1. Mapping Social / Search / Website behaviour with events and pricing data

2. Assessing Consumer sentiment through Social channels

3. Promotion trend analysis vs competitors

Strategy DevelopmentUsing our experience of loyalty and subscription-based pricing, we were able to develop recommendations and a road-map for the client.

Client

Specialisms involved

A UK Private Equity firm with portfolio interests in the cinema industry wanted to understand the role of loyalty programs, including an ‘all-you-can-eat’ subscription offer. Due to constraints on their resources, there was no access to sales data, internal staff information, or other marketing material. The client also wanted to understand the role of ticket pricing on driving footfall and revenue optimization.

Iris executed a multi-phase data gathering and strategy development project:

Web scraping / data analysisUsing a partner firm specialising in web-scraping, we were able to scrape pricing and sales information for a 2-week period covering every screening time across the major chains. Using existing internal knowledge we also identified factors likely to predict price differences, including local income, population density and nearest competitor.

Digital IntelligenceBy using social listening and an analysis of website traffic, we identified:

1. Mapping Social / Search / Website behaviour with events and pricing data

2. Assessing Consumer sentiment through Social channels

3. Promotion trend analysis vs competitors

Strategy DevelopmentUsing our experience of loyalty and subscription-based pricing, we were able to develop recommendations and a road-map for the client.

Developed strategy-driven loyalty offerings for the client, including subscription-based pricing and gaps in existing loyalty offers

Identified trends in existing market for ticket pricing and opportunities to target ‘Pay-As-You-Go’ ticket prices for quick-wins as well as longer term considerations for an unlimited subscription model

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