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