Engagement & Retention project | Bookmyshow

What is Bookmyshow?

BMS is the largest entertainment ticket booking platform, it was founded in 1999 by Ashish Hemrajani, Parikshit Dar, and Rajesh Balpande.

BMS started to sell online tickets during the time when internet was in its nascent stage and it was hard to build user trust. However, that being said, over the years it became synonymous to movie ticket booking. Now they also include tickets for fairs, concerts, plays, sporting events, etc.

BMS is operating in 650+ cities and towns and 5,000+ screens in India.

Core Value Proposition

Listed below are the there core value propositions of BMS:

CONVENIENCE - One of the things that users value the most is convenience, users can book the ticket from anywhere as per the convenience (from the comfort of their home, while commuting to / from office). And the user is not required to physically visit the ticket counter.
PAYMENT
1. OPTIONS - The user has options to pay through various online payment options - credit, debit cards, netbanking, mobile wallets, UPI etc.
2. SECURITY - BMS has integrated secure payment gateways across its platforms - desktop, mobile and app.
3. OFFERS - BMS has tie-ups with all banking and payment entities and provide various discount offers on the platform, making it a go to choice for the user to book their tickets.
EXPLORING EVENTS - It offers a wide variety of events to choose from - movies, sports, concerts, live sports, other nearby events and activities. They also have an option to stream movies of their choice.

How do users experience the core value proposition?

All these are experienced at different stages while purchasing a ticket

Core Value Proposition
Exploring events	While browsing through a list of events, user realizes the vast event listing and inventory that BMS.
Payment	At the checkout page, where the user has decided to make a payment; they see multiple payment options along with available offers.
Convenience	Once the ticket has been booked / purchased; the ease of just showing up a QR code at the venue is one of the most enthralling moments that saves a regular user from the hassle of getting into a long queue at the ticketing counters and just hop on straight to the entry counter.

Natural User Frequency

User Type	Frequency
Casual User	Once in 2-3 month(s)
Core User	Once in 2 weeks / Couple of times a month
Power User	Once a week

Other Product Verticals

Product	Core Value Proposition	Audience
Movie streaming	See the movie from the comfort of their home. Although this service has been operational for quite sometime but BMS do not promote it actively; as they might also not like to compete with multiple OTT players.	B2C
Gift cards	Gifting entertainment experiences to your closed ones. User can create a virtual gift card of a pre-defined amount and gift it to their family and friends; who can then redeem this for BMS products and services.	B2C
Corporates	Gifting entertainment experiences to your employees. Who wouldn’t mind stepping out for a movie and popcorn with their colleagues amongst a busy work schedule, once in a while. There is a whole suit of products that an employer can choose from and hand it out as a gift to their employees.	B2B (not focusing for this project)
Listing your show	Providing user reach to event organisers. This option is for B2B audience i.e. event hosts and organisers who would like to list their show / event on the platform as partners. It’s a win-win scenario for both the partner and BMS; partner gets reach to the wider audience by listing on the platform and BMS will get commission on ticket bookings and they might also charge a one-time fee for event listing.	B2B (not focusing for this project)

Engagement Framework

Engagement Framework	Meaning	Key Tracking Metric	Selected	Rationale
Frequency	Frequency of the product used	Number of times the user has booked the tickets	Primary	This seems to be best suited, as usage frequency will help in identifying core / power users.
Breadth	The core value prop of the product is utilised better through more usage of multiple features/sub-products	Type of events listed on the platform	Secondary	Different events listed on the platform will help in bringing the user back to the BMS platform again. 1. Movies 2. Events 3. Plays 4. Sports 5. Activities / Workshops
Depth	Money spend by user on the core value prop	Average order value	NA	User does not experience any value proposition while spending more time on the platform.

Active Users

Core user action - Purchasing the ticket from the platform.
Active user - User who has purchased the ticket from the platform in first week.

Segmentation

There are 2 types of users on BMS platform:

Individual / Retail user - Users who are booking tickets for family or self. They are more likely be interested in only 3 products - movie / event booking, movie streaming and gift cards.
Event organisers - Users who would like to enlist their event on BMS in order to reach out to wider audience.

Since individual / retail users would have the largest impact on the BMS top line growth, we would focus on that user segment.

Ideal Customer Profile

Parameters	ICP 1	ICP 2	ICP 3
Person’s name	Pakhi	Jeeva	Brijraj
Gender	Female	Female	Male
Profession	Student	Service	Retired
Age	20 years	30 years	65 years
Marital status	Single	Married, no kids	Married, 2 kids, 1 grand-kid
Location	Pune	Noida	Lucknow
Income bracket	Less than Rs. 1 LPA (pocket money)	Rs. 10 - 15 LPA	Rs. 15 - 20 LPA
How do the user spend time on weekdays?	1. College 2. Hostel 3. Studying 4. Playing	1. Office 2. Household chores 3. Watching TV	1. Household chores 2. Reading newspapers, watching TV, gardening

Hostel
Studying
Playing | 1. Office
Household chores
Watching TV | 1. Household chores
Reading newspapers, watching TV, gardening | | How do the user spend time on weekends? | 1. Group studies at hostel
Restaurants, social meet-ups
Watching movies at the hall / home
Travel | 1. Shopping, meeting relatives
Going out - malls, restaurants, relatives place, movies, shopping
Watching OTT
Household shopping | 1. Grocery and household shopping
Meeting relatives | | What apps do they use on mobile phone? | Social media, OTT, YouTube, EduTech, GooglePay, Online shopping, | Social media, OTT, food delivery, online shopping, YouTube, GooglePay | Facebook & WhatsApp, YouTube, ICICI banking app, Ludo (gaming app) | | What do they spend most on? | Books, clothes and food | House rent, Clothes, outdoor activities, household expenses | Household expenses | | Willingness to pay | LOW - MEDIUM
Limited cash flow
Prefer pocket friendly activities
High value seeking cohort | HIGH
Fall into DINKs category (Double Income No Kids)
After busy work week, need activities to unwind | MEDIUM
Time availability is not a constraint
Value seeking cohort | | Monthly budget | Rs. 1,000 per month | Rs. 5,000 per month | Rs. 2,500 per month | | User needs (BMS) | Online ticket availability for nearby areas | Convenience of booking online tickets | Availability of age appropriate and group activities | | Pain Points (BMS) | 1. Discount offers are mostly never applicable, although spend a lot of time but never able to apply those
High convenience fee | 1. Repetitive activities and places
Not interesting group activities options | 1. Need minimum steps to book a ticket
Too many options to decide from - personalized options as per my past bookings. |

Engagement Campaigns

Campaign 1

Goal - Improving frequency; CASUAL to CORE users
Target segment - Casual users; users who have not booked a ticket in the last 30 days.
Channel - WhatsApp, push notification and email
Campaign Pitch:
🎤 Get Ready to LOL! 🎤
Hey <user_name>! 😊 We’ve noticed you’re a fan of stand-up comedy shows. Well, guess what? This weekend and next week, some incredible artists are taking the stage!
🎭🤣 Laugh Your Worries Away 🤣 Escape the scorching heat and join us for a hilarious time. Book your tickets now and let the laughter be your respite! 🌟Tap here to bookSee you at the show! 🎟️🎉
Frequency - Once in a week
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who booked through this campaign
- Number of bookings driven via campaign

Campaign 2

Goal - Improving frequency; CASUAL to CORE users
Target segment - Users who have booked kids related activities in the past, would likely be interested in booking out kids friendly events
Channel - WhatsApp, push notification and email
Campaign Pitch:🌞 Summer Fun for Kids! 🌞Hey parents! Looking for exciting activities to keep your little ones entertained this summer? Look no further! 🎉🎪 Water Parks, Workshops & Adventures 🎪 Explore water parks, creative workshops, and thrilling adventures—all in one place! 🌊🎨🌟🎟️ Book Now for Family Fun! 🎟️ Splash, create, and explore with your kids. Check out our handpicked list of summer activities near you.Tap here to discoverHappy summer vibes! ☀️👨‍👩‍👧‍👦🎈
Frequency - From April to July only, once in 2 weeks
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who booked through this campaign
- Number of bookings driven via campaign

Campaign 3

Goal - Exploring breadth; CASUAL to POWER users
Target segment - Users who have booked 2-3 transactions in the last month
Channel - WhatsApp, Email, Push notification
Campaign Pitch:🎁 Gift the Joy of Entertainment! 🎟️Hey <user_name>! 🎉 Looking for the perfect gift? 🎁 Presenting the BookMyShow Prepaid Gift Card! 🌟🎈 Why Choose Our Gift Card? 🎈Tap here to gift the magic..Spread smiles, create memories! 🎁🎟️🎉
- 🎂 Birthdays, anniversaries, weddings—this card suits every celebration!
- 🎟️ Valid for 365 days from the date of issue.
- 🎭 Use it any number of times to book movies, concerts, plays, and more.
- 🤗 Share the fun with family and friends!
Frequency -
- Once a month, since we are introducing users to the sub-product which has limited use case it should be pushed less to the user
- One time campaigns during festivals - Rakhi, Diwali, wedding season
Success metrics
- Campaign CTR
- Conversion rate
- Number of gift cards purchased using this campaign
- Number of gift card redemptions

Campaign 4

Goal - Exploring breadth
Target segment - Users who had abandoned the cart for a movie
Channel - WhatsApp, Email, Push notification
Campaign Pitch:🎬 Missed It in Theatres? No Worries! 🎬Hey <user_name>! Remember that awesome movie you almost booked tickets for but missed in theatres? 🎥Guess what? It’s now available on BookMyShow’s streaming platform! 🌟🍿 Watch Anytime, Anywhere 🍿 Grab your popcorn, cozy up, and relive the magic. Stream it now and enjoy with family and friends.Tap here to watchHappy streaming! 🎞️🎉
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who streamed the movie

Campaign 5

Goal - Exploring breadth; CASUAL to POWER users
Target segment - Users who have interacted with BMS 2-3 times in the last month but not booked, and have not experienced the movie streaming experience.
Channel - WhatsApp, Email, Push notification
Campaign Pitch:🎬 Missed A Movie in Theatres? No Worries! 🎬Hey <user_name>! Remember that awesome movie you missed in theatres? 🎥Guess what? It’s now available on BookMyShow’s streaming platform! 🌟🍿 Watch Anytime, Anywhere 🍿 Grab your popcorn, cozy up, and relive the magic. Stream it now and enjoy with family and friends.Tap here to watchHappy streaming! 🎞️🎉
Frequency - once a month
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who streamed the movie

Churn reasons

Involuntary Reasons

Relocation - Shifted base out of the country
Lifestyle changes - Had a kid and now can’t leave him/her alone
Health issues prompting one to not go outside home for longer hours and in crowded places
Financial constraints - after COVID, due to financial strain on the person, users have decreased their discretionary spends.
Change in interests - with time people’s choice change; and there could be chances that people might have shift in their interests and no longer like to watch movies or go to events.

Voluntary Reasons

Pricing
1. Convenience fee is too high
2. Discount offers are better on alternative apps
Competition from other platforms (this includes competition from OTT) i.e. there are better alternatives in the market
1. Non availability of desired shows or events
2. UI/UX of competitor apps is easy and intuitive
Technical glitches on the platform -
1. Failure rate is high,
2. App performance has degraded,
3. Frequent app crashes

Negative Actions

Fewer user sessions on the platform - users are not launching the application or visiting website often.
Reduced average ticket bookings in a month - it is the top metric that would help in indicating decreased user engagement.
Low conversion rate - even though users are coming to the platform; but users are not completing the action i.e. they are either not booking the tickets or abandoning their cart without successful payments.
Support tickets - support team receiving unusally high number of complaints
Play store ratings - user ratings on play store are lower than average.
Decreased daily active users (DAUs) - number of users visiting the platform decreases over time when compared to the period last month / year. This is not a negative user action but it is an indicator that the users are not using the product.

Reactivation Campaigns

Campaign 1

Problem statement - People stopped booking tickets due to non-availability of discount offers.
Goal - User reactivation by providing card discounts
Target segment -
- Users who have not booked tickets and have been dormant in past 100 days; are at the risk of becoming churned users.
- Users who have abandoned their carts and not booked in the last 60 days.
Channel - WhatsApp, Email
Campaign Pitch:🎟️ Exclusive Discounts Await You! 🎟️Hey there! We’ve missed you at BookMyShow! 😊Guess what? We’ve just rolled out exciting new discount offers for our loyal users. 🌟 Whether it’s movies, concerts, or events, you can now save big on your bookings!🎭 Book Now and Save! 🎭 Don’t miss out—grab your tickets today and enjoy the show without breaking the bank.Tap here to explore the latest discountsSee you at the next event! 🎉🎟️
Frequency - There should be a cool-off period if the user does not take any action on the platform, so as to not push too much.
- First notification
- Second notification after 15 days of first notification
- Third notification after 30 days of second notification
- Even if there is no action; do not send further notifications
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who booked through this campaign
- Number of bookings driven via campaign
- Increase in active users

Campaign 2

Problem statement - People stopped booking tickets due to non-availability of discount offers.
Goal - User reactivation by providing discounts on specific days; this might help in generating user curiosity to try out the service again.
Target segment -
- Users who have not booked tickets and have been dormant in past 100 days; are at the risk of becoming churned users.
- Users who have abandoned their carts and not booked in the last 60 days.
Channel - WhatsApp, Email, Push notification
Campaign Pitch:🎟️ BEAT YOUR WORRISOME WEDNESDAYS ! 🎟️Hey movie buffs! 🎬 Need a midweek escape? We’ve got you covered! Introducing our exclusive Weekday Happy Hours:🕒 When: Wednesdays, 12:00 PM to 6:00 PM 🎟️ What: Flat discounts on movie tickets during these hours!🌟 Beat the Dullness 🌟 Book your ticket and enjoy a cinematic respite. Whether it’s a rom-com, action flick, or thriller, we’ve got your entertainment covered.Tap here to bookLights, camera, action! 🎥🍿
Frequency - There should be a cool-off period if the user does not take any action on the platform, so as to not push too much.
- First notification
- Second notification after 15 days of first notification
- Third notification after 30 days of second notification
- Even if there is no action; do not send further notifications
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who booked through this campaign
- Number of bookings driven via campaign
- Number of bookings on Wednesdays

Campaign 3

Problem statement - People stopped booking tickets due to high convenience fee.
Goal - User reactivation by bearing the convenience fee charges by self.
Target segment -
- Users who have abandoned their carts in the last 30 days.
- Users who have not booked tickets for more than 30 days now.
Channel - WhatsApp, Email, Push notification
Campaign Pitch:🎟️ BMS IS THERE TO COVER FOR YOU! 🎟️Hey there! We’ve missed you at BookMyShow! 😊Guess what? We’ve just rolled out exciting new offers for our loyal users. 🌟 Whether it’s movies, concerts, or events, you can now save on your convenience fee!🎭 Book Now and Save! 🎭 Don’t miss out—grab your tickets today, offer valid for next 3 days only.Tap here to book your tickets.See you at the next event! 🎉🎟️
Frequency - There should be a cool-off period if the user does not take any action on the platform, so as to not push too much.
- First notification
- Second notification after 15 days of first notification
- Third notification after 30 days of second notification
- Even if there is no action; do not send further notifications
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who booked through this campaign
- Number of bookings driven via campaign
- Increase in active users

Campaign 4

Problem statement - People stopped booking tickets due to discount offers available on competitor apps.
Goal - User reactivation by providing cashback.
Target segment -
- Users who have abandoned their carts in the last 30 days.
- Users who have not booked tickets for more than 30 days now.
Channel - WhatsApp, Email, Push notification
Campaign Pitch:🎟️ RAINING CASHBACK! 🎟️Hey there! We’ve missed you at BookMyShow! 😊Guess what? We’ve just rolled out exciting new offers for our loyal users. 🌟 Whether it’s movies, concerts, or events, you can now get a cashback worth Rs. 100!🎭 Book Now and Save! 🎭 Don’t miss out—grab your tickets today and get Rs. 100 off on your next booking, offer valid for 3 days only.Tap here to book your tickets.See you at the next event! 🎉🎟️
Frequency - There should be a cool-off period if the user does not take any action on the platform, so as to not push too much.
- First notification
- Second notification after 15 days of first notification
- Third notification after 30 days of second notification
- Even if there is no action; do not send further notifications
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who booked through this campaign
- Number of bookings driven via campaign
- Increase in active users

Campaign 5

Problem statement - People stopped booking tickets due to non-availability of events / shows in their area.
Goal - Inform users that new events and shows have been added to the platform and encourage them to look at the event listing.
Target segment - Users who have not booked tickets for more than 30 days now.
Channel - WhatsApp, Email, Push notification
Campaign Pitch:*🎟️ **NEW EVENTS ALERT !!*🎟️Hey there! We have missed you at Bookmyshow! 😊We’ve just added a host of new events and shows in your city.🎭 Book Now and Save! 🎭 Don’t miss out—grab your tickets today before the seats are filled out.Tap here to book your tickets 🎉🎟️
Frequency - There should be a cool-off period if the user does not take any action on the platform, so as to not push too much.
- First notification
- Second notification after 15 days of first notification
- Third notification after 30 days of second notification
- Even if there is no action; do not send further notifications
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who booked through this campaign
- Number of bookings driven via campaign
- Increase in active users

Campaign 6

Problem statement - People stopped booking tickets due to discount offers on the app.
Goal - User reactivation by bundling the meal and ticket prices; or providing popcorn for free.
Target segment -
- Users who have abandoned their carts in the last 30 days.
- Users who have not booked tickets for more than 30 days now.
Channel - WhatsApp, Email, Push notification
Campaign Pitch:🎟️ POPCORNS ARE WAITING FOR YOU🎟️Hey there! We’ve missed you at BookMyShow! 😊Movies are incomplete without popcorns..We’ve just rolled out exciting new offers for our loyal users. 🌟 Whether it’s a rom-com, sci-fi or a murder mystery, popcorns goes with all.🎭 Book Now and Save! 🎭 Don’t miss out—grab your tickets today and get small popcorn free, offer valid for next 5 days only. Coupon redeemable at theatre itself.Tap here to book your tickets.See you at the next event! 🎉🎟️
Frequency - There should be a cool-off period if the user does not take any action on the platform, so as to not push too much.
- First notification
- Second notification after 15 days of first notification
- Third notification after 30 days of second notification
- Even if there is no action; do not send further notifications
Success metrics
- Campaign CTR
- Conversion rate
- Number of users who booked through this campaign
- Number of bookings driven via campaign
- Increase in active users