Case study blockbuster fast forward

I am not a pharmacologist. I am not a researcher.

Case study blockbuster fast forward

Blockbuster - Fast forward; Building loyalty in video rental The video rental market is highly volatile: Share The video rental market is essentially flat, with few seasonal peaks apart from the Easter holidays.

Demand-drivers tend to cancel each other out - with good weather in the summer bad for video being compensated for by the presence of children on school holidays good. It is also volatile - consumers are likely to dip in and out of the market, with little indication as to why.

Case study blockbuster fast forward

This all makes it difficult for video rental companies to predict and manage demand. Because of this, rental chain Blockbuster has implemented a data-driven direct marketing programme, Premier, to make the switch away from generic, new release-led marketing, to customer-focused promotions.

These aim to find, and hang on to, its top renters, driving them in-store more often and increasing their average monthly spend. The programme, run through marketing agency Armadillo Associates, began a little over two years ago, when Blockbuster realised the need to improve the quality and quantity of data it held on its five million-strong customer base.

Based as it was on the information customers give when they take out membership, it was limited to basic communications details such as name and address. Scoring was based on transactional history and expected future revenue potential.

Case study blockbuster fast forward

The focus was on its most active customers - defined as three-month active - and split into deciles. This work was outsourced to statistical management specialist Results. The focus was on the top scoring cell, based on present and future value, calculated over an initial three-month period.

Their behaviour over the following three months ratified the scoring process. Transactional information is the most valuable. We can also use the database to add value to our third-party partners. The numbers speak for themselves - more than two million additional transactions see box, left.

The offer was an unlimited rent-one-get-one-free "Bonus Card", aimed to lock in rental behaviour and drive footfall. No-mail control cells aided evaluation.

Blockbuster Case Study by Jessica Bruha on Prezi

Over the course of the campaign, non-responsive customers were deselected, while customers moving up into the high-value group were added. This gave the Premier campaign a return of some 1, per cent on the initial investment.

Ongoing returns are in the region of per cent, including the value of credits given away.The article you have been looking for has expired and is not longer available on our system. This is due to newswire licensing terms. My sincerest thanks to the team at Fast Forward for the flawless execution of our sold-out John Legend concert and VIP reception, benefitting Forte for Children.

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