Voice of the Customer Fuels Alamo Drafthouse’s Loyalty Program Success

Alamo Drafthouse Loyalty ProgramSince Texas-based cinema chain Alamo Drafthouse launched its Alamo Victory customer loyalty program less than one year ago, company officials are excited about how the program has progressed and impacted brand loyalty.

Founded in Austin, Texas, in 1997, Alamo Drafthouse is differentiated because it sells food and beverages, including alcohol, during films at cabaret-style tables with waiter service. The chain operates 17 theaters in Texas, Michigan, Missouri, Colorado, New York and Virginia, with plans to add a total of six more theaters in Texas, California and New York.

Susan Mobley, Vice President of Marketing for Alamo Drafthouse, discussed the program’s progress with Loyalty360.

How has the loyalty program progressed in the past year from a membership standpoint and what specific customer insights have you gained that will help you tweak the program moving forward?

The first year of our Victory rewards program was very strong, and we were super pleased with the results. Our enrollment numbers exceeded our targets and provided a strong foundation for us to build on in 2015. Of course, one of the most exciting pieces of the program launch has been learning more about the habits and preferences of our best customers so that we can provide them an even better theater-going experience. We’veAlamo Drafthouse Loyalty Program also learned that our best guests are uber-engaged with us. They come to the Alamo far more frequently than the industry average. This has us rethinking our program tiers.

What has the feedback been from customers?

Our guests have been excited about our Victory rewards program. It was a long time in the making, but they seem to be pleased with the outcome and the fact that we took their survey feedback into account in designing it.

What has been the biggest surprise or surprises you have learned from this?

We try to give our Victory program members access to special experiences throughout the year, rather than just free popcorn and drinks. We like to include access to exclusive events and to help our members discover the movies that we love. The Victory program has helped me confirm my notion that Alamo guests are true movie lovers. We create special movie experiences and they come and we love sharing the movies and experiences with them.

Has the program gone as expected?

The program has gone as expected and we see even bigger things for Victory in the months and years ahead. I think my team understands our guests’ motivations at a level beyond that of others in the industry.

What are you most proud of?

I’m really proud that my team crafted a program that reflects the Alamo Drafthouse Cinema personality so well, that our guests are more fully engaged and want to spend more time at the Alamo. 

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