Tim League, founder and CEO of Texas-based cinema chain Alamo Drafthouse, told Loyalty360 that he considers each location a community theater and “we are always trying to find ways to make real connections with our guests.”
As a result, Alamo Drafthouse launched a loyalty program for frequent patrons called the Alamo Victory program that is designed to reward Alamo’s guests in unexpected ways. The program will roll out to all markets and locations in the next few months.
“We’ve resisted the idea of the type of loyalty program that is ostensibly a punch card,” League explained. “We wanted to offer something a little more personal for our regular guests.”
Alamo Victory is free to join and rewards include free movie tickets, invitations to sneak previews, exclusive screenings and events, T-shirts and DVDs. What’s more, members receive a free movie ticket on their birthday.
Founded in Austin, Texas in 1997, Alamo Drafthouse is unique because it sells food and beverages, including alcohol, during films at cabaret-style tables with waiter service. The chain currently 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.
League said customer feedback was a crucial factor in developing the Alamo Victory program, and “is key” to running the Alamo business.
“Managers at every level receive daily reports on customer feedback from each theater,” he explained. “We used the daily feedback we received along with survey information and social media interaction to find out exactly what our customers wanted from an Alamo rewards program.”
Alamo Victory is a free program designed to reward customers for coming to the Alamo. Each member is guaranteed a free movie ticket on their birthday along with a minimum of two other special offers during each year (more frequent guests will receive more). The program is designed to reward customers in unique and unexpected ways for doing what they are already doing−going to the movies.
Victory members will receive two emails per week: A weekly newsletter, and a Victory email with the inside scoop on something special that’s targeted to that member’s cinematic tastes.
“Our goal is that the rewards each member receives be tailored to their movie tastes and habits and enhance their Alamo experience,” League said. “We expect that the program will also cause current customers to attend more movies and attract new customers to the Alamo.”
Regarding customer loyalty, League believes people are very busy with more things to occupy their time.
“Customer behavior is trending less loyal and more scattered than ever before,” he said. “As such, marketers need to make it really easy and beneficial for customers to engage and stick with loyalty programs. I am driven by the need to stay on top of what my customers want. It’s all about customer needs and desires for all of us at the Alamo.”
League said Alamo Drafthouse would be remiss if it wasn’t aware of competition in the marketplace.
“We will be measuring against other programs when we have more data,” he said. “However, our loyalty program was built to satisfy the needs of the Alamo customer. We are in the business of giving the Alamo customer the best possible movie going experience. That is how we will be measuring our own success.”