SCENE, the entertainment rewards program launched by Scotiabank and Cineplex in 2007, has launched a new premium “Gold” program to encourage members to visit program partners more often. Scene, which has 9.4 million members, or about half of Canadian households as members, has been successful over the last 10 years, in no small part due to its commitment to continue to add value for members, according to Matthew Seagrim, SCENE’s Managing Director. The new Gold program is part of that commitment.
Focusing in on “Social Seekers”
“We have a very strong vision to become Canada’s most relevant, loved and innovative loyalty program,” Seagrim says. “We focus on social seekers — Canadians of all ages and demographics who like to spend time doing things that they like to do with their friends and family. They are people who are in the theaters, bars and restaurants and taking advantage of entertainment options.”
“One thing that we heard loud and clear was that our members were looking for more opportunities to enhance and upgrade their nights out and to enhance and upgrade the way that they participate with SCENE,” Seagrim says. “They are looking for ways to earn more points and to get more value out of the program. So we built this from the ground up with a lot of member input to deliver on that expectation.”
A significant number of SCENE members either go to the theater regularly or would like to, so the Gold program was developed to provide the benefits that members would find appealing enough to get them to patronize SCENE partners more often, like in the middle of the week when it’s much easier just to stay home, with the benefit of being able to earn rewards more quickly as well as having special Gold member-exclusive privileges.
“We know that our members love free movies and that they love points. They wanted to earn points more quickly, which, means more free movies, more free dining,” according to Seagrim. “We also want to create reasons to get out and about during the week.”
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Gold members only need to use half the number of points for tickets to Wednesday night features and on other nights can buy premium seats for general admission prices. Additionally, premium tier members have their own concession line and receive upgraded drinks and popcorn just by showing their Gold membership on the mobile app.
“We think it’s a great package that will really appeal to our best movie going fans,” Seagrim says. “We are going to be building in new features and benefits over the next few months; so we are really excited about it. We have some pretty ambitious expectations about how many of our members will adopt this product. The reaction since we put it out [at the end of October] has already been very positive.”