Inox goes the digital way, plans improved cinema experience

Inox Leisure, the exhibition and entertainment arm of Inox Group, has decided to go the digital way and has taken several initiatives to make its business tech friendly, including inking a partnership with software corporation SAP.

"We are testing a new software for  back-end operations in partnership with SAP, which will help us in giving customers a unique and consistent experience across all multiplexes," said Jitender Verma, Chief Technology Officer at Inox.

"This software SAP HANA would help us in monitoring business and consumer patterns, accumulate data and analyse them. With integration of 100+ screens across the country, we will custom target customers and give them a more personalised experience."

The company plans to activate this software on all screens from April 2016.

"As of late, a shift has been seen in consumer behaviour with a tilt towards digital and technology , and to embrace this change we are adopting this new approach," said Verma.

According to a recent study by Inox, about 25 per cent of their ticket bookings are done through mobile apps and websites, and the remaining 75 per cent comprises walk-in purchases. The company not only wants to study patterns of the 25 per cent registered with app and site, but also of the rest 75 per cent.

For this, the multiplex chain has introduced several new features like Beacon - Brenzy, an app which works on low Bluetooth-enabled technology and helps the company keep track of a customer's purchasing behaviour while in the cinema, so it can send personalized offers to him. This feature has only been launched in some screens in Mumbai.

Similarly, it has introduced Q-Buster and service on seat, which helps customers avoid queues and order for snacks and refreshments.
Inox Leisure has 101 properties across India with 393 screens in 55 cities. The company reported a four-fold rise in consolidated net profit at Rs 20.51 crore for the second quarter ended September 30.