Personalized customer engagement platform for Planeta Kino based on Salesforce Marketing Cloud

Tags:

CRM

About the project

CRM that turns data into a live dialogue with each viewer

Planeta Kino is one of the largest and most technologically advanced cinema chains in Ukraine, combining dozens of IMAX, 4DX, RE'LUX, and ScreenX theaters. Over the years, the company has evolved into a full-fledged digital platform with a multi-level IT infrastructure that includes mobile applications, online services, a streaming platform, and a loyalty system with an audience of millions. Planeta Kino combines a deep understanding of the customer experience with constant technological improvement, which is why it is constantly introducing innovations that turn watching movies into a real event.

The client's problem

Despite its powerful IT infrastructure, the company did not have a unified CRM system, so customer interaction tools remained fragmented.

Key challenges:

communication channels (email, push, SMS) were not integrated into a single system;
there was no centralized analytics of customer activity;
mailings were launched manually and had limited segmentation;
data was duplicated between the website, applications, and DWH;
there was no end-to-end integration with mobile applications and web services;
there was a lack of trigger logic for communications and marketing campaigns.

This limited the team’s ability to scale, reduced the effectiveness of customer acquisition and retention, and did not match the company’s level of technological development.

Case information

A CRM solution that synchronized the entire customer experience

Implemented Salesforce Marketing Cloud to consolidate communication channels, centralize customer data, and automate personalized marketing scenarios
Our Approach:
The work began with an audit of the digital infrastructure and the design of a data architecture for further integration with CRM. After that, a centralized system was built that combined the website, mobile applications, DWH, and communication channels. The next step was to set up automatic data exchange: customer profiles, transactions, and activity are updated regularly and available for marketing campaigns in real time. We ensured full CRM integration with mobile applications, implemented personalized content, connected push and inbox notifications, a subscription center, and a Viber channel.
After launching trigger campaigns for registration, purchases, birthdays, and bonus reminders, the marketing team underwent training and gained full control over content updates, segments, and reporting in the system.

Work results:

Instead of scattered mailings, the team now has script automation with transparent analytics of results.
Our client received:
a centralized CRM system with integration of the website, mobile applications, DWH, and Viber;
a single platform for managing email, push, SMS, and Viber campaigns;
launching trigger mailings based on user actions: registration, purchase, birthday, bonuses;
personalized messages in the right format, at the right time;
automatic updating of customer data in real time;
transparent analytics of results: from reach to conversion for each scenario;
team training and complete autonomy in campaign management.
The platform enabled us to scale our interaction with the audience without increasing the load, as well as increase conversions through high-quality personalization.

Project details:

Key facts about the project

5 months

Project duration

Medium

Project size:

Project complexity

Completed

Project status:

Our Team: Project Manager Data Architect Web Developer Mobile Developer (iOS/Android) QA Engineer

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