In these uncertain times, technology has played a big role in making sure that the economy still stays alive. It has not just helped business sustain, but has also helped us adapt to the ‘new normal’. Although, people are still the most important asset, strategic investments in the right people and technology will not just help in scaling businesses but also generate opportunities to hire those who may have lost their jobs during these uncertain times, says Bipin Kumar Chaudhary , Head IT, Cinepolis, in conversation with Elets CIO.
1. How has the outbreak of Covid-19 impacted the Entertainment industry?
The OOH entertainment industry has been one of the most severely affected industries along with Hospitality and Retail. Cinemas have been closed since mid-March 2020 which is unprecedented in the history of operation. However, we are now through the worst of it and believe that things will only improve going forward.
2. In your view, how can technology help in ensuring opportunities during uncertain times?
In these uncertain times, technology has played a big role in making sure that the economy still stays alive. It has not just helped business sustain, but has also helped us adapt to the ‘new normal’. Ranging from collaboration softwares to automation, technology has helped us fill all those gaps.
Although, people are still the most important asset, strategic investments in the right people and technology will not just help in scaling businesses but also generate opportunities to hire those who may have lost their jobs during these uncertain times. Hence, technology today plays a vital role for employees to be able to do their jobs safely at home and engage with one another seamlessly.
3. How is Cinepolis ensuring business continuity?
While the cinemas are not open yet, we are prepared to open them once the Government authorities allow us to do so. We have set in place stringent safety protocols to ensure that patrons feel safe and secure. There is a lot of action going on behind the scenes.
4. What are your views on the role of social media as a medium to ensure the brand promotion and customer acquisition?
Social Media for Branding – Today, social media is not just way to connect with our audiences, but it gives a business a voice and a platform where your potential customers can interact with you and also be a repeat purchaser. Social media marketing can lead to more customers, more traffic more engagement further leading to increased brand awareness and resulting in more conversions/sales.
For us at Cinepolis, social media helps us connect with our target audiences and also helps us tap into segments of the market that may have similar interests and affinities. These platforms also help us gain valuable insights regarding our customers’ behavior which further help develop other revenue models.
Looking at some statistics –
80% of social media users prefer to connect with brands through Facebook
87% of users trust LinkedIn as a source of information affecting decision making.
77% of the top 100 companies have a Twitter account.
Social media unlike traditional channels of advertising is not just a one way broadcast, but also helps in customer interaction, learning and engaging.
Social media for Customer Acquisition – Approximately 78 per cent of consumers say that their purchasing decisions are influences by a business’s social media posts. And today, social media has a variety of avenues through with one can acquire customers.
Social media ads – Clicks, views and engagements today helps turn your potential audiences to repeat customers.
Influencer Marketing – Customers find it easier to relate to non-celebrities and are more likely to trust their opinions on a brand. If an influencer vouches for a business, they provide social proof about the usefulness of the products or services.
Leverage User-Generated Posts to Gain Consumer Trust – Nothing makes a customer feel more important than being acknowledged. Using customer testimonials also help in a great way to attract new customers and build trust.
The world is changing with and with them, the way we conduct our marketing is changing!
5. What innovations are you planning for the rest of 2020 and the upcoming 2021?
There are a number of innovations planned in the year as well as next year. Our push towards digital has been strengthened and we are looking at a new version of our Website and App being launched this year.
Our payments process is now completely contactless with multiple digital modes of payment available. Even our F&B ordering is now completely contactless through the use of an app which uses QR codes to make the process extremely simple.
There are a number of more long term projects as well which we will talk about closer to the launch.