Using geolocating services on the SurveyMe app, new and returning customers alike would take surveys and receive a free complimentary size popcorn, which would drive them to the concession stands. Employees would upsell to customers with an accompanying soft drink or candy. This resulted in a per capita income of 3% which, for a one screen theater, equates to an average increase of $24,000.
After asking survey questions about a customer’s awareness of the theater’s loyalty program, loyalty card sign-ups increased by 10%. A similar question was asked about birthday parties and about the theater’s bar and restaurant. This caused a 4% increase in birthday parties and a 3% increase in alcohol sales.
Customers were asked where they looked up Pearl Theater’s movie times. Turns out, hardly any of them used the company’s Facebook page or the newspaper. Pearl Theaters canceled the service they were using to keep the Facebook page updated, saving $30,000 a year, and reduced the size of their newspaper ad, saving $7,000 a year.
By using the strategy of incentivizing users to take surveys by offering a free complimentary size popcorn as a reward, Pearl Theaters saw a 10% response rate. This is five times greater than typical email survey responses.