04 February 2010
NMA's recent vertical focus looks at the increasingly vital role that digital is playing in film marketing. So it came as no great surprise that they were keen to feature our client Odeon and look at how they’ve made digital into a major revenue generator.
With record breaking blockbusters like Avatar hitting the screens, the film industry is undoubtedly booming. Writing for NMA, Nicola Smith looks at how Odeon has worked with us to create a transactional site that meets this demand and optimises revenue.
Design UK has worked as Odeon's main website design agency for the past five years. We firstly created a transactional ecommerce site that saw revenue from online bookings more than double from 4 to 10% in the first 3 weeks. This success was the result of detailed customer research which allowed us to build a site that directly responded to the needs of all users whatever their requirements - whether browsing, looking for inspiration or heading straight to book.
NMA talks to Odeon’s Marketing and Sales Director, Luke Vetere, who explains that 15-20% of all box office revenue comes from online and that for major releases that attract advance releases, online can account for up to 50%. Vetere comments “The transactional side is very important to us. You can only get Odeon tickets via the Odeon website. We see that as one of the key factors in our success recently.”*
Given the significance of online to it, it’s no wonder then that Odeon asked us to relaunch the site in 2009 in order to optimise bookings and ensure that it stayed one step ahead. Updating the design and customer journeys, streamling the online booking process and launching a loyalty scheme has shown incredibly positive results: ‘Since the relaunch, visitor numbers to the site have grown by 10%, transactions are up by 2% and average order value has increased by just over 5%.’ *
We’re looking forward to working with Odeon in 2010 to build on this success and ensure its audience continue to get what they want.
*Nicola Smith, Transforming the trailer, NMA, 28 January 2010, p.17
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