A commercially-driven segmentation for Vue

Standing out in an undifferentiated landscape

Vue wanted a common customer language, so they could understand and address customer needs in a coherent way across their business, and with partners and agencies.

A business-wide, commercially relevant solution

We created a segmentation that could not only be applied to internal databases, but also retrospectively applied to a wide range of research. This maximised the value of our outputs and ensured segments were fully integrated into the business.

Driving commercial benefits 

Thanks to this segmentation’s versatility, it has:

  • Become a commonly understood language that’s been easy to adopt
  • Informed media planning 
  • Influenced site-level planning so that it is better tailored to each catchment area – unlocking smaller distributors’ spend and focussing PR activities
  • Helped the Sales team work with partners to identify relevant approaches and benefits

Estate

91 state of the art cinemas across the UK & Ireland. Vue owns two of the top three highest grossing cinemas in the UK & Ireland.

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