Wandsworth Case Study - April 2011

Completed the day before the release of the last Harry Potter blockbuster in October 2010, a recent refurbishment of the Wandsworth cinema has created a fresh, friendly and welcoming environment.

New branding has been introduced in the box office and retail foyers, introducing brighter, colours and a more streamlined, uncluttered concession area. According to the General Manager, Henock Osei-Kissi, the aim has been to create a relaxing atmosphere that encourages customers to spend more time in the cinema and to enhance their overall experience.

Big screens behind the box office make it easy to see film times clearly, automated ticket machines speed up the purchasing process and customers can sign up for the highly successful 'Unlimited' card directly. High impact posters and trailers of the entertainment to come, create a sense of excitement and expectation.

Feedback from customers has been excellent and Henock is very pleased with the results. Staff have worked hard, keeping the cinema operational during the refit, and feel it has made a big difference; they like the brighter look and find it easier to keep customers informed.

Stevenage Case Study - April 2011

The team at Cineworld's cinema in Stevenage was ecstatic when its General Manager, Georgina Jones, won the coveted General Manager of the year award, knowing that this meant their cinema was now an acknowledged leader in delivering an outstanding customer experience.

According to Georgina, 100% customer focus is the key reason for her and her team's success. From the minute customers comes through the door, they are the focus of attention, service has to be exemplary and any problems sorted out as soon as possible. Feedback from 'mystery shoppers' is debated in staff meetings and right from their initial induction training, staff understand that they are the 'frontline' as far as the customer is concerned, so their individual performance is important.

Georgina's team are proud of their site and it shows. A friendly, welcoming atmosphere, combined with a clean, tidy environment is helping the steady rise in attendance year-on-year with spend per person also increasing. A hands-on management style is expected from the line managers, who have all been promoted internally. Competitions, incentives and a bit of friendly rivalry is used to motivate the teams but individual performance is also celebrated. Staff are expected to get involved, to attend screenings and be knowledgeable about the films - even dressing up in Harry Potter style if required!

O2 Conference centre Case Study - April 2011

How do you improve the utilisation of a premier cinema venue which is primarily an evening and weekend destination? By aiming to make it a successful conference venue! That was the challenge set for Alice Serras when she joined as Marketing Manager for Cineworld in The O2.

Although Cineworld already use its cinemas for alternative content, such as opera, concerts and 3D sporting events, it was new to the London conference scene. According to Alice, Cineworld O2 has some unique features that are helping it compete successfully in this highly competitive market. Clearly all audio-visual facilities are integral to the venue rather than having to be set up just for the event and the quality of projection is second to none with 11 state-of-the-art digital screens and the Sky Superscreen - the largest cinema screen in Europe.

Cineworld's customer service focus has translated well to the corporate world, where high standards are expected. The iconic location has already attracted corporate clients from Canary Wharf for their regional conferences using the attractive upper foyer for buffet lunches and drinks.

The venue has also hosted a number of high profile premieres including 'Chasing Legends', a documentary about the Tour de France with Mark Cavendish and the European premiere of Justin Bieber's 'Never Say Never'.

O2 Cineworld's premier site Case Study - April 2011

When Cineworld acquired the cinema in The O2 arena in mid 2010, the General Manager, knew it had the potential to become a flagship venue for Cineworld, but there was a lot of work to do.

The site could not have been in a more prestigious location as part of The O2 arena, host to some of the most exciting entertainments events in the world, and there was nowhere more impressive to watch a movie than the Sky Superscreen (Screen 11); the largest cinema screen in Europe with 3D and enhanced acoustics.

However, the site had been neglected and initial 'mystery shopper' scores were low. With such an impressive location, customer expectations were high, so the first task was to bring customer service back to Cineworld's usual exacting standards. A new management team was put in place, staff retrained and a customer service advisor recruited to welcome customers as they arrived and offer any help needed. Staff incentives were put in place to encourage the focus on customers, such as team member of the month.

Today the Cineworld sparkle is evident. The site has been spruced up, staff are proud of their venue and the 'mystery shopper' scores were some of the highest in the Cineworld Group in December 2010. Admissions have been growing and there has been a strong take-up of the Cineworld 'Unlimited' card. The venue also successfully hosted a major premier for the European opening event of Justin Bieber's first Motion Picture - 'Never Say Never' in February 2011.