New Global Brand Strategy Sure to Expand Customer Loyalty at Fandango

Fandango, the go-to destination for more than 60 million moviegoers each month, is all about customer engagement and customer loyalty. Fandango describes itself as “a leading digital destination for all things movies.” 

Loyalty360 caught up with Adam Rockmore, senior vice president, head of marketing & communications, to find out more about the company’s new brand identity.  

Can you talk about Fandango’s new brand identity and what the company’s goals are for it from a customer engagement/customer loyalty perspective?

Rockmore: In the U.S., we have grown the Fandango brand beyond purely ticketing into an all things movie brand that allows consumers to satisfy all of their movie needs, throughout a film’s lifecycle.  

Over the past several years, through organic growth and strategic acquisitions, we’ve built a best-in-class portfolio of digital brands offering movie information and reviews, movie trailer and original video for movie discovery, theatrical ticketing, and even movie merchandise. In addition to the Fandango site and mobile apps, our brands include Fandango Movieclips, the No. 1 movie trailers and content brand on YouTube; Rotten Tomatoes and the world-famous Tomatometer rating; FandangoNOW, our transactional video-on-demand service; and Fandango FanShop, a new movie fan marketplace for merchandise and experiences, launching in April.

We’ve also built a customer loyalty program we call Fandango VIP. It is free to register in the program and we offer a lot of perks, special offers, promotions, and the ability to exchange and refund a ticket purchase up to an hour before the movie’s showtime. This is a huge benefit our VIP members really value, as we all have plans that change at the last minute. For our gift with purchase programs, we give away digital movie and song downloads, audiobooks, and gifts from partners like The Bouqs, where we gave away free flower bouquets for Valentine’s Day. After the launch of Fandango FanShop, we’ll be able to give away merchandise, too.

In addition to growing our business in the U.S., we are also expanding our business in Latin America, one of the fastest growing global film markets. We announced on Monday the roll-out of a new global brand strategy including the premiere of innovative new online and mobile ticketing destinations throughout the region at our subsidiaries in Brazil and Fandango Latin America, formerly Cinepapaya, in Peru, Colombia, Argentina, Mexico, Chile Ecuador and Bolivia.

How do you measure customer loyalty/customer experience at Fandango?

Rockmore: We measure customer loyalty and engagement through a number of metrics, including overall movie ticket sales, repeat purchases and frequency, customer satisfaction, VIP membership sign-ups and overall traffic growth across our platforms. Across our product portfolio in the U.S., we reach more than 60 million consumers per month, according to comScore.

What factors have sparked Fandango’s momentum in the past year?

Rockmore: So many factors have accelerated our momentum, but most importantly, it is about product innovation and brand ubiquity among moviegoers. With regards to innovation, we launched our VIP program and its numerous benefits, added social ticketing capabilities on Messages for iOS 10, Facebook, and Snapchat, and we are always updating our online and mobile experiences adding new conveniences for moviegoers. All of these factors have led to continued growth. Our ticketing increased more than 30 percent in 2016 year-over-year, and it is already up 28 percent to date in the first quarter of 2017. 

How important is mobile customer engagement in Fandango’s new brand identity?

Rockmore: Engaging with consumers on mobile and social platforms is key as we are currently seeing 70 percent of our ticket sales on mobile. Also, we want to be where ever consumers are talking about movies and making movie plans with friends. As mentioned previously, we’ve launched social ticketing innovations on Messages for iOS 10 and Facebook, where we’ve organically integrated Fandango ticketing directly into chat conversations–making it faster and easier than ever to discover movies and buy tickets with others. We’re also integrating Fandango ticketing into voice-enabled platforms, such as Amazon’s Alexa. It is a very exciting time to be at Fandango, to say the least, and there is more to come!

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