Engagement & Retention Strategy | BookMyShow | Harini Ramachandran

Casual User

Once a quarter

Core User

Once a month

Power User

Once a week

No. of times BMS is used to book tickets for movies and/or live events

Primary

Users experience the core value proposition by booking tickets for events and movies through BMS the number of times they book

No. of functionalities being experienced by the user - movie ticketing, live event ticketing, Stream.

Secondary

A good engagement framework that potentially increases their chances of realizing the CVP by adopting the other feature & booking tickets

- Amount of time spent on the BMS app

- AOV

Tertiary

Doesn’t directly complement the core value proposition - AOV wouldn’t be relevant if the user is booking solo tickets for themselves; time spent on the app could be large, but if they don’t purchase tickets, then it doesn’t contribute to the CVP

Movie buff

Social butterfly

The Explorer

Male

Female

Male

23-29

24-28

30-35

Tier 1

Tier 1

Tier 1

Software Developer

Deputy General Manager

Co-founder of a start-up

30 LPA

25 LPA

60 LPA

Physical counter tickets, lack of one-stop shop for all movie-related information & booking

FOMO, long queues at physical counters for events, clarity & type of ticket availability

What’s happening in the city this week?

How can I spend quality time with family but also entertain them?

Watch movies in cinemas

Weekend plans, social life plans

Watch a movie or go to an event once a while

- A sense of movie appreciation, new movies released, re-release of good old movies

- Long weekends, holidays

Weekend plans with friends, events or movie releases of their favourite artists, FOMO, exciting offers

- Entertainment options in new cities

- Motivated by specific events or offers

Comfort

Money

Comfort

Power

Core

Casual

Multiple times a week

At least once in 2 weeks

At least once a month

High

Moderate

High

- Netflix, Prime

- Zomato, Swiggy

- Zepto, Blinkit

- Instagram, LinkedIn

- Uber, Ola

- Gpay, Bumble, Cult

- Amazon

- Zepto, Blinkit

- Instagram, LinkedIn, Snapchat

- Rapido, Ola

- PhonePe, Cred, Cult

- Myntra, Nyka

- Zomato, Swiggy

- LinkedIn

- Uber

- GPay, Cred, Calm

- Amazon

Binge-watching movies & TV shows, gym, cooking

Reading, gym, partying, hanging out with people

Fitness, travel, reading, gardening

Movies, fitness, tech gadgets

Shopping, dinners, outings, books

Travel, fitness, take outs

Introverted

Extroverted

Ambivert

Hindi, English, Bengali

English, Malayalam, Tamil, Hindi

English, Hindi

Super hero, action thriller, mystery, drama

Drama, Sit-com, Rom-com, mystery, horror

Sci-fi, super hero, horror, family entertainer

Stand-up comedy

Music concerts, fun gigs, meetups, stand-up, exhibitions

Travel groups, adventure, conferences, meetups

High

High

Moderate

Once a week

Once a month

Once a quarter

Moderate

High

High

Upcoming movies, movie details - trailer, IMDB rating, reviews, etc., browse by cinemas filters, offers

Event categories, filters, event details, ease of booking, offers

Variety of options, seamless UX

Booking movie tickets online on BMS

Booking event tickets online on BMS

Booking event/movie tickets online on BMS

Direct app

Social media, app notifications, app browsing

WOM, direct app

High

Medium

Low

Increase the frequency of order through personalized recommendations (travel plans)

Increase the frequency of order by offering valuable content to enhance their entertainment experience

Casual user - upcoming travel plans

Casual user - hibernation waiting for something interesting

Win 3 free VIP seat upgrade on your next big seasonal events in any city & BMS credit points for the next event if you purchase the tickets to these recommended events by 15th September.

Grab these meaningful movie merchandise/event souvenirs for free

Celebrate the season in style - upgrade your experience!

Book your next big spring event in Singapore and enjoy a free premium upgrade for seating & complimentary food! Here are the top recommended events for your style in Singapore!

Are we spoiling you? We’ll spoil you more with the premium upgrade for the next 2 events in 2 months!

1. Take home the magic!

Limited Edition artefacts only for you! Collect your <famous movie universe> collectable - only available on BookMyShow.

Limited edition & exclusively for the 50 handpicked favourite users!

Offer ends in 2 days!

2. Keep the memory alive!

Customize your free <event name> souvenir and get complimentary bragging right! Now complete your <event name> booking to get your free customized souvenir! Only on BMS.

Capture their upcoming travel plan data from the Calendar on phone or Gmail if logged in

Identify the best event happening in that city at that time and recommend it

Recommend these offers for those types of events/movies -

1. Based on their previous booking history - gauge their areas of interest and identify related movies/shows

2. Identify the most popular and quick to sell shows in the city

3. Legacy events that connect with their generation

Live events ticketing through personalized recommendations

Movies & Live events ticketing

Push notifications, Email notifications, in-app banners, social media

Push notifications, Email notifications, in-app banners, social media

Once in 2 weeks

Once a week, for 2 weeks a month

Every week, starting 2 weeks before their travel plan.

Over the weekends - once a day

1. Increase in the number of bookings

2. CTRs on the notifications

3. Frequency of tickets booked after the VIP upgrade

4. Number of users who booked 3 event tickets for the upgrade

5. Bounce rate

6. MOM % decrease in churn of users

7. MAU

1. Increase in the number of bookings for these events with offers

2. Increase in the number of bookings

3. CTRs on the notifications

4. Frequency of tickets booked after the offer ends

5. Bounce rate

6. Abandonment rate

7. MAU

Goal

Increase the frequency of order through exciting discounts and deals to strengthen their habit

Increase the frequency of order by offering valuable content to enhance their entertainment experience

Target Segment

Core users - potential loyalists

Core users - loyalists

Offer

Book 2 tickets for any event on Friday or Saturday and win 1 free movie ticket for Sunday & BMS loyalty points

Book tickets to an event this week and start your streak.

Streak increments for both movies & events tickets. Build your streak and win exciting rewards on the 3rd order, 6th order and so on.

Rewards comprise of loyalty points and free tickets based on their activity.

Campaign Pitch/Content

Double extravaganza!

Book any ticket for the early weekend and we got your Sunday covered!

Your HR booked a comedy show ticket for you!

Just kidding, we know HRs.

Book tickets for any exciting events this week.

Start a streak and win free movie tickets for your 3rd order by December!

Details

Nudge the user to book tickets for any event happening on Friday & Saturday - recommend events based on their history - previous bookings, most searched for category of events, most popular events of the week, areas of engagement.

Nudge the user to start a streak by booking tickets.

The rewards will be personalized based on user characteristics & user behavior.

An algorithm to identify the best movie match based on all the factors such as popularity, search history, user history, user interests & preferences, etc.

Streaks can be maintained by booking tickets for movies events at least once in 2 weeks (the higher the frequency, the faster the streaks!)

Target feature

Live events ticketing

Live events ticketing, user streak

Channel

Push notifications, in-app banners, social media, in-app checkout page

Push notifications, in-app banners, social media, in-app checkout page

Frequency

Once a week

Once a week

Time

After work hours of the week’s Wednesday, Thursday & Friday

After work hours of the week’s Tuesday, Wednesday

Mornings of Thursday & Friday

Metrics to be tracked

1. Increase in the number of event bookings

2. CTRs on the notifications

3. Increase in ticket bookings for events happening on Fri & Sat

4. # users who redeemed the movie ticket offer

4. # users using the BMS loyalty points credited through this offer

5. Bounce rate

6. CTRs on the recommended events

7. CSAT scores

1. CTRs on the notifications

2. # users booking an event to start the streak after the notification

3. Increase in the number of events tickets booking

4. # users checking their streaks

5. # users reaching the half-streak milestone of 3 bookings

6. # users reaching the full streak milestone

7. # users dropping off after the half-streak milestone

8. Abandonment rate

9. CSAT scores

Goal

Incentivize repeat usage through the club membership and improve their engagement experience on BMS (to show them they are valued)

Encourage them to start using the BMS Stream feature

Target Segment

Power users - Movie buffs - Champions

Power users - Movie buffs - Champions

Offer

Purchase the club membership card at just 49 per month to get rid of the convenience fees, receive early bird notifications & 50 loyalty points for every movie ticket booked

For every movie rented on Stream, receive 15% off on your next movie ticket booking

Campaign Pitch/Content

Unlock more with the BookMyShow club membership!

As one of our most valued customers, unlock a world of exclusive benefits, rewards & premium experiences with the club membership! Gear up to experience entertainment like never before!!

Knock! Knock!

Who’s there?

BMSS

BMSS who?

Be My Show Stopper you!

What?

Time to experience the world of Book My Show Stream & Be My Show Stopper!!

Are we going back in time or forward? Unlock the new-age-old joy of watching movies anytime on our Stream & grab exciting offers!

Details

Identify customers who are power customers and push these notifications at customized timings based on their app usage behavior.

Only push it to power users who are already not club members.

Analyze the movie searching behavior, genre & cast preferences based on their previous movie ticket booking records and recommend Stream movies in the app.

Push the notifications to adopt Stream only if they don’t use Stream already or have used it less than 3 times.

Target feature

Club membership, movie ticketing

Stream

Channel

Push notifications, in-app banners, in-app checkout page

Push notifications, in-app banners, social media

Frequency

Once a week

Once a week

Time

Alternatively:

- After work hours on Wednesday

- Mid-day on Saturday

Alternatively:

- After work hours on Wednesday

- After work hours on Friday

- Mid-day Sunday

Metrics to be tracked

1. Increase in the number of event bookings

2. CTRs on the notifications

3. Increase in ticket bookings for events happening on Fri & Sat

4. # users who redeemed the movie ticket offer

4. # users using the BMS loyalty points credited through this offer

5. Bounce rate

6. CTRs on the recommended events

7. CSAT scores

1. CTRs on the notifications

2. # users booking an event to start the streak after the notification

3. Increase in the number of events tickets booking

4. # users checking their streaks

5. # users reaching the half-streak milestone of 3 bookings

6. # users reaching the full streak milestone

7. # users dropping off after the half-streak milestone

8. Abandonment rate

9. CSAT scores

D0

30 million

100%

D1

8 million

26%

MAU

11.35 Million

34%

DAU

1.481 Million

5%

Casual User

Once a quarter

Core User

Once a month

Power User

Once a week

Moved to a tier 2 city

Involuntary

Not all cinemas (for movies) & events (lack of awareness/smaller events in small cities) are enlisted on BMS. It’s easier to book tickets physically in tier 2 city.

Any

Convenience charges

Voluntary

Depsite the ICPs are anticipated to be optimizing for convenience over money, service charges are sizeable on BMS. It tends to drive some users away especially if they are sure to know it will be possible/easier to buy tickets physically to avoid the service fee.

- Charges should be on per order basis vs per ticket basis

Core, Casual

Incorrect information

Voluntary

Discrepancies in movie screening time, sold out tickets are not highlighted in the first step,

Power, core

Relevant content interests

Voluntary

Not able to find interesting events on BMS anymore - although new users might find the variety captivating, repeat users realize some uniformity to the type of shows & events enlisted on BMS.

All

Competition & alternative options

Voluntary

For instance, Paytm insider enlists some of the hottest events while BMS has more events with not as much popularity.

All

User experience/interface complexity

Voluntary

The UX could be simplified for movie booking experience, requires too many avoidable clicks. For live events, the live events tab looks to cramped and unorganized for anybody to discover and/or explore which leads to frustration. There’s too much happening.

Casual

Death

Involuntary

All

Emotional crisis

Involuntary

Lack of motivation due to personal & emotional reasons towards a social life, that eventually becomes a negative habit, then pushes users to delete the app & gets forgotten.

All

Medical reasons

Involuntary

Unable to enjoy the entertainment

All

Payment/refund issues

Involuntary

Although money is not a primary concern for the ICPs, yet when there’s negligence towards money-related concerns by the brand, it drives a negative brand images and users tend to lose trust.

All

Customer support issues

Involuntary

Several complaints have been raised online related to unresolved ticket booking issues & lack of prompt and clear responses from the support team. Absence of support to users when things go south, lead to poor impressions.

All

Forgotten

Involuntary

Just another forgotten app on my phone in the absence of any external triggers & motivation. At times, even with disabled notifications.

Core users at the risk of becoming Casual users

Reinforce the credibility of the brand & the availability of correct information

Apology:

50% discount on the customers next booking as an act of apology.

Rebuild trust by taking action:

Introduction of the ‘Verified event’ and ‘Verified cinema’ for events & movies respectively to indicate that any information regarding these events/cinemas are absolutely correct. This information will be gathered by the wisdom of the crowd & manual confirmation by the event organizer & cinemas through a process.

We value you & we want to make it up to you!

Your last experience with us has not been the best. As a gesture of apology, we offer you 50% discount on your next ticket booking with us.

In an attempt to make amends, we are introducing the new ‘Verified’ feature, a badge that indicates the information about the events & movies are double-checked to avoid any mishaps.

To err is humane, I hope you give us a second chance!

Min: One day after their latest booking with mishap

Apology & rebuild trust: Once a week for a month

Mid-week & Weekends

Email, in-app notification, WhatsApp

Directly addresses the issue of trust, the most critical concern for any brand. Emphasizes the steps taken by the brand to improve the bad experience, expresses their customer first quality & that they value their customers. This will lead to the customers willing to give a second chance.

1. Frequency of bookings (reference to natural frequency)

2. Time spent on app

3. CTRs on the notification

3. Number of users availing the offer

CSAT score, abandonment rate

Casual users at the risk of becoming dormant users/churning

Rekindle the brand presence with an exciting offer

Offer complimentary VIP upgrade on their next ticket booking with BMS that comes with all the VIP perks that comprises of priority entry, comfortable experience & premium view.

We Miss You!

Your next VIP experience on us!

Remember the thrill of getting the best seat in the house for your favorite event/movie?

We got you covered. Receive a complimentary VIP upgrade on your next movie/event booking with BookMyShow.

Experience premium like never before with priority entry, exclusive view of the show from the luxury of the VIP seating.

Customize the campaign for movies or events (specific events, at that) based on past records data & engagement behavior.

Min: Once a month

Max: Twice a month

Beginning of the month & mid-month, on the weekends

Email, in-app notification, WhatsApp, in-app banner, in-app checkout page

Leverages the allure of exclusivity through a free upgrade that helps re-kindle engagement and re-triggering the brand presence in the lives of customers. A positive experience creates an impact with the customers that might want them to re-engage with the brand, potentially aiding in kick-starting a habit.

1. Number of ticket booking orders

2. CTRs on the notifications

3. Number of users availing the offer

4. Frequency of bookings after availing the offer

Power users at the verge of becoming core users

Re-activate user memories with their past bookings on BMS that will emotionally set them to re-continue using BMS

Show a personalized montage of their past ticket bookings & activities on the app (similar to the Spotify wrapped)

Users can share this montage as a reel on social media which will also encourage other users to try it too (WOM).

Offer exclusive club membership deals to the customers.

BookMyShow Unwrapped - Our Journey with You

A journey of unforgettable moments, relive them with us. Here’s a rewind of all your top events, movies, shows from all these years!
Share it on Instagram, you have earned the bragging rights.
As an ode to our relationship thus far, grab 90% on the BookMyShow club membership. We need you!

​Gather user data - shows/events they have purchased tickets to, movie tickets, location of the event, pictures from these specific events shared by the organizers, time spent on app, number of abandoned bookings, etc. - create a montage out of this in a chronological order. Make it as shareable reel that users can share on their social media.

They receive exciting club membership offers that will initiate them into the membership, where they receive more offers that will help build a stronger habit for the customers.

One-time campaign

Min: Once in 2 weeks

Max: Once a week

July end of the month. Mid-week evening & weekend afternoon

Email, in-app notification, in-app banner

Leverages the appeal of personalized content & social sharing to reinforce the customer’s connection with the brand. This encourages user loyalty & a sense of being valued.

1. Increase in # of club membership initiations

2. User engagement with the montage/journey

3. CSAT score

4. Number of social media shares

Core users at the risk of churning

Update users with the activities for the week that is available on the app to drive the psychological idea that there’s fresh content

Provide a curated list of the hottest events happening in the city enlisted on BMS for this week to the customers with minor customizations.

Hot picks for the week - don’t miss out on the early bird offers!

Check out this week’s top selections & pick your favorite!

Because FOMO -

Fear Of Missing Out For Our Most Outstanding user!

Curate the list of hottest events with minor customizations based on these parameters: engagement trends in the past - movies or events, geography in the city, popularity in their target audience segment, etc.

Weekly campaign

Min: Once a week

Max: Twice a week

Thursday evening, Saturday morning

Email, in-app notification, in-app banner, WhatsApp - 1 or 2 of these channels

By focusing on tailoring the events happening every week & providing timely updates to the users - creates a sense of new content being available.

They are very likely to engage and convert with the right recommendations. Also, FOMO.

1. CTRs on the notifications

2. Increase in number of bookings for the events/movie in the hot picks list

All users at the risk of churning

Rekindle the relationship with feedback & keep them in loop on the updates of actioning the feedback

Personalized feedback request with 5% discount on the next booking on BMS

Help us improve & win rewards!

What good is a relationship without an actionable feedback loop?

Share your thoughts with us, and receive up to 20% discount on the ticket bookings.

Feedback survey - new features request & areas of improvement

Bi-yearly campaign

Min: Once a month

Max: Twice a month

March: Mid-March, end of the month on weekends

October: Post Diwali timeframe, on the weekends

Email, in-app notification, in-app banner, WhatsApp - 1 or 2 of these channels

Emphasizes that the brand values customer feedback that makes the customers feel seen & heard by the brand. In turn, we are also able to gauge the reasons for disengagement and further improve the platform to avoid the churn risks because of the same concerns.

1. Feedback responses rate

2. % of users availing the feedback response rewards

3. % users providing feedback twice the year