Now here’s marketing or sales technique which has to be applauded. Cineworld has decided to get rid of the expensive online booking fees for tickets – a breath of fresh air for its customers and a move which will give it the edge over its competition. The firm, which operates 79 multiplex cinemas, has previously charged customers between 70p and £4.20 to buy tickets online with debit or credit cards. As well as scrapping the card fees, the company is also offering a discount of 10 per cent on ticket prices to those who book via the internet, if they have signed up to MyCineworld via the firm’s website.

 

Online booking fees are a thorn in the side of many customers, be they buying cinema, theatre or airline tickets. These fees are constantly being highlighted by the likes if BBC’s Watchdog and give the companies that use them a reputation for greed. The fees have become a source of irritation, customers sense no value in them, in fact they know they are being ripped off and this is a barrier to loyalty, trust, repeat business and referrals. Customer will part with their precious income when they sense they are getting value in return.

 

So, well done Cineworld. A great marketing and sales technique and PR coup at the same time.

 

Different marketing and sales techniques suit different businesses: vouchers, money off, even putting up prices can all help boost sales. One thing we do know, though, customers hate to feel they are being ripped off, and these online booking fees make them feel just that.

 

If you’d like to find ways to create additional value for your customers through more effective marketing or sales strategies then please get in touch with us at Be More Effective. Now, please pass the popcorn ….