SCENE Modifies Loyalty Program in Response to a Changing Movie Industry

SCENE lets you earn points while watching moviesIt has been said that the only constant is change. This applies to almost all aspects of life, but most brands will agree that this is now especially true to the world of customer experience marketing. Everything seems to be changing, and this includes customer expectations, industry standards, and even loyalty programs.

After noticing and responding to various shifts across the movie industry, SCENE, an extremely popular Canadian loyalty program, will soon undergo some alterations of its own.

SCENE is a partnership between Scotiabank and Cineplex Entertainment, and it lets members earn points for completing banking transactions, making purchases at Sport Chek, or by simply attending movies and enjoying concessions. By participating, members can earn discounts, concert tickets, exclusive event access, and, of course, free movie tickets.

A central aspect of SCENE has always been tied to the movie industry. But this industry, not surprisingly, is also not immune to change.

“When SCENE launched in 2007, the program was designed for a movie experience that is very different than the one today,” Shawn Bloom, SCENE VP of Operations & Partnerships, told Loyalty360. “In the eight years since our launch, the way we see movies has changed immensely yet the SCENE value proposition has remained largely unchanged.”  

Under the program’s current structure, 1,000 SCENE points earn members a free movie at a Cineplex theatre. But the advent of many new high-tech theatrical and cinema-based experiences has prompted SCENE to implement some adjustments.

Starting in November, a free regular movie will still cost 1,000 points. But 3D and UltraAVX movies will cost 1,500 points, and a VIP Cinema experience will cost 2,000 points.

However, the value proposition that SCENE is offering has not changed.

In addition to increasing the number of points needed for a free premium or VIP Cinema movie ticket, it has also increased the number of points that will be awarded for purchasing those same classes of tickets. 

“These changes are in line with our how our members see movies in a way that is simple, fair and transparent,” Bloom said. “Central to this was maintaining the value proposition of getting one free movie for every 10 purchased. We launched a tiered structure that provides the same earn and redemption rates for General Admission tickets. And for guests who want to see movies in our premium experiences, guests will now earn more points with their purchase and will redeem more points.” SCENE and movie industry

Effectively, SCENE has found a way to evolve alongside the movie industry, while still keeping the core value of the loyalty program firmly in place.

“We have kept the 10 to 1 ratio in place for all tiers,” Bloom continued. “We think that members will understand that changes are necessary and that they will continue to be as passionate about the program as they have been in the past. Furthermore, we will continue to add new movie-going benefits and experiences and new ways for our members to collect and use their points.” 

One such exciting new SCENE development will soon launch via a new partnership this fall. CARA restaurants will join Sport Chek as another participating retailer that will allow members to earn and redeem SCENE points. This includes some of the most popular restaurants in Canada including Swiss Chalet, Harvey’s, Montana’s Cookhouse, Milestones Grill & Bar, Bier Markt, East Side Mario’s, Kelsey’s, Fionn MacCool’s and D’Arcy McGee’s.   

This is just another change that is on the horizon for SCENE. And it’s good news for the 6.8+ million members that continue to find a tremendous amount of value and entertainment with the program.

Sometimes change is a good thing.

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