Odeon Cinemas Group has joined forces with Selligent, a relationship marketing platform, in a bid to strengthen consumer engagement in the UK, Germany, Italy and Spain.

The AMC Theatres-owned cinema chain intends to use data analysis, from profiles of its consumers, to execute marketing plans across mobile, social and email.  Through the engagement of guests with more relevant messaging, Odeon hopes to increase the frequency of visits and build overall loyalty.

Geraint Evans, Odeon’s group head of commercial and strategic programmes, said: “Cinema attendance across Europe is as popular as ever, but we believe there are huge opportunities to grow our business further by innovating as we engage and communicate directly with our guests.”

Selligent’s solution is also said to enable ‘web content and experiences to be personalised around specific interests’ – with website data also able to be used to customise messaging across other channels. Selligent claims to work with 700 brands in 30 countries worldwide already.