cirque du soleil proofed · our one-to-one customer engagement platform will truly personalize...
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www.omNovos.com+1.613.744.8204 ○ [email protected]
www.omNovos.com
PROSPECTUSCustomer Engagement Solutions
for Cirque du Soleil
EXECUTIVE SUMMARY omNovos’ extensive background in Big Data and rules-based processing, combined with its expertise in building client-first omni-channel solutions for one-to-one customer engagement, will equip Cirque du Soleil with the tools to deliver several key benefits:
1. Personalization for enhanced Customer Experiences to drive greater Cirque du Soleil brand affinity 2. Greater frequency of customer visits and enhanced loyalty 3. Increased ticket revenue and margins through incremental direct ticket sales 4. Frictionless omni-channel messaging across all Cirque du Soleil properties 5. Facilitate global brand development and reach
Live-entertainment attendees have more options for their discretionary spend than ever before. Although they wish to be entertained, it is also important they are acknowledged: by their friends, their followers, and their entertainment provider. For customers today, it is critical that their journey equals their devotion—and for Generation Z, this simple fact is absolutely key.
Customers want value for their investment. Customers want to be rewarded for their commitment. Customers wish to be seen. Customers wish to be heard. Customers wish to be valued. Customers wish to be enabled.
The Retail and Entertainment industries are learning that we have entered the experience economy. People desire experiences: memorable events that engage each individual in an inherently personal way.
Your customers will commit their time, spend their money, and share their personal information—but only if they believe they are receiving a return on their investments.
The omNovos product suite empowers our clients with the means to build a deeper relationship with their customers. The key to our success is our PACE platform (Personalized Automated Customer Engagement), and our ability to create a Single-User-Profile for target customers.
Our one-to-one customer engagement platform will truly personalize every single guest interaction, whether online, in‑app, or in-person.
Through collaboration and partnership with omNovos, Cirque du Soleil will distinguish itself among the many other Live-Entertainment providers and global brands. The Cirque organization will curate unequalled customer engagement, resulting in higher Lifetime Value of customers, an increase in attendance to shows, and an unmatched Value Proposition for its corporate partners.
www.omNovos.com
+1.613.744.8204 ○ [email protected]
PROSPECTUS
A LITTLE BIT ABOUT DATAKINETICS AND OMNOVOS Who We Are omNovos: What We Promise omNovos is an Ottawa, Canada based software company, building omni-channel customer engagement solutions for retailers, food service, and entertainment organizations worldwide. Launched as the retail subsidiary of Datakinetics, omNovos supports its clients in managing their complex, data-driven omni-channel environments. Our product suite empowers our clients with the means to build deeper relationships with their customers and fans.
OmNovos’ Personalized Automated Customer Engagement (PACE) platform creates a Single-User-Profile for each target customer, which is essential for an organization to deliver the type of experience it wishes to offer—customer engagement that will truly set them apart in a crowded industry. Our one-to-one customer engagement platform truly personalizes every single customer interaction whether online, in-app, or in-person.
OmNovos’ parent company, Datakinetics, is the global leader in Data Performance and Optimization Solutions, relied upon by the world’s largest banks, credit card companies, brokerage, insurance, healthcare, retail and telecommunications organizations to dramatically improve their data throughput and processing.
Datakinetics’ comprehensive, world-renowned suite of solutions enables Fortune 500 companies to:
✓ Process over a billion mission-critical transactions, every day ✓ Accelerate application processing by up to 98% ✓ Seamlessly integrate data on mainframe and distributed systems ✓ Enable Big Data and analytics in multi-platform environments
Why Fortune 500 Companies Trust Datakinetics With 40 years of experience in the field of Data Performance and Optimization, Datakinetics continually help its clients leverage existing systems, optimizing the issues that hold them back, and enabling plans to propel them forward.
What this Means for Cirque du Soleil We will deliver to Cirque du Soleil the means to:
✓ Create Lifetime Fans ✓ Enhance the Customer Experience before, during, and after the show—creating an experience unique in the
entire industry ✓ Increase Lifetime Value of guests through incremental gains in spending, before, during, and after the show ✓ Introduce revenue-driving and cross-promotional opportunities with its corporate partners
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+1.613.744.8204 ○ [email protected]
PROSPECTUS
PRIMARY OBJECTIVE FOR CIRQUE DU SOLEIL The Creation and Power of the Single-User-Profile The growth of mobile has significant implications for live events and corresponding venue operators. Event-goers are engaging with live action in whole new ways and mobile is the key driving force behind these changes. For instance, in 2017 the number of smartphone users in the United States was estimated to reach 224.3 million, with the number of smartphone users worldwide forecast to exceed 2 billion users […] (The Statistics Portal).
Concertgoers are live-streaming the show—sharing across social media and effectively acting as low-cost, but very effective, promoters. Attendees are using mobile technology for researching food and merchandise options. Guests are scrutinizing traffic and parking information, in addition to event-day updates.
Expanding the mobile offering to additional experience-enhancing and revenue-generating applications, and using the profile data mined through these transactions, would provide a significant opportunity for Cirque du Soleil to begin shaping the customer journey. Cirque du Soleil should make use of this shift in mobile technology use to build and manage a 360-degree view of the consumer across all channels, including in-venue, mobile, and online.
A single and continuous view of each customer (Single-User-Profile) has the power to: ✓ Drive new levels of loyalty and profitability through personalization of every interaction with the show ✓ Capture in-venue and remote (mobile or online) preferences and analyze behavior to deliver consistent, relevant
messages to drive conversion rates ✓ Create new segments with point-and-click to target the most valuable customers with relevant offers and
promotions ✓ Coordinate across all retail touchpoints and optimize cross-channel operations to respond to customer behaviors
and preferences ✓ Increase ROI on marketing campaigns with higher conversion and more effective cross-sell / up-sell strategies ✓ Maintain customer engagement to communicate event / brand activities for complementary events ✓ Drive greater event and brand affinity leading to increased influence and outbound guest promotion—Note: Each
customer is an influencer within their social circle(s).
With the creation and management of the Single-User-Profile, Cirque du Soleil has the potential to curate greater customer experience through personalization of his or her journey; to create triggers through gamification that will generate frequent return visits to the Cirque communication channels; and to build a community of brand ambassadors from the largest growing subset of its market: Generation Z and Millennials.
Creating a flexible, sticky and user-friendly mobile application with ancillary input from new data sources, will offer Cirque du Soleil an opportunity to build a strong communication channel with its technology-savvy customers.
Through personalized messaging, offers, promotions, and information to the fan bases, Cirque du Soleil will be empowered to shape the customer journey, which over time will introduce opportunities for higher revenue and margins through predictive modeling and a better understanding of customer expectations.
Whether customers are engaged online, in-app, or at the venue, the profile data collected with each interaction and the consistent and non-invasive collection of additional profile data will increasingly empower Cirque du Soleil to create a thorough psychographic analysis of the person to curate a truly unique journey and personal customer experience.
www.omNovos.com
+1.613.744.8204 ○ [email protected]
PROSPECTUS
About Generation Z and Millennials—Your Largest Growing Fan Base Studies have shown just how much Millennials are turning away from materialism and traditional measures of success in favor of experiential milestones. Millennials are more fulfilled by live experiences, rather than by purchasing items of the same value.
✓ Generation Z and Millennials make up 48% of the US composition—this insight is vitally important as the youngest generation begins to mature and move into the workplace. (Nielsen Group, 2017)
✓ Over 97% of Generation Z and Millennials own a smartphone. (Nielsen Group, 2017) ✓ 62% of Millennials say that if a brand engages with them on social networks, they are more likely to become
a loyal customer. (Forbes and Elite Daily, 2017) ✓ Millennials spend about 25 hours per week online. (AdAge) ✓ Millennials touch their smartphones 45 times per day. (SDL) ✓ 63% of Millennials almost always agree to accept an app’s push notification, driven by fear of missing out.
(FOMO) (ComScore Custom Survey U.S, Age 18+, 2017) ✓ Generation Z to become the largest generation of consumers by 2020. ✓ 93% of parents today say that their children influence family and household purchases. (CASSANDRA, 2017)
www.omNovos.com
+1.613.744.8204 ○ [email protected]
PROSPECTUS
HOW WE DO IT PACE Platform: One Customer Does Not Equal One Experience Through its connectivity engine, omNovos seamlessly amalgamates data and data management into one central system. As the client, Cirque du Soleil can then manage all sales and marketing initiatives through one platform. Thus, each customer receives one consistent experience—online, in-app, or at the venue. This is the power of omni-channel engagement.
This is where our PACE platform delivers on its promise.
The omNovos Personalized Automated Customer Engagement platform is a robust automation engine that fully automates the customer engagement experience.
www.omNovos.com
+1.613.744.8204 ○ [email protected]
Beacons
WiFi
Geofencing
GeoLocation
Personalized Offer & Content Management
Existing Marketing Infrastructure
Concierge &Clienteling
Management
Data Aggregation
E-Commerce
Mobile
Point of Sale
Chat Interactions
Website
App
Search History
Preferences
Voice
Social Media
Scan (& Pay)
1. Identify & Source 2. Collect & Action
E-Commerce
Mobile
Concierge App.
Mobile App.
Responsive Web
Website
In-StorePoint of Sale
3. Identify & Engage
Profile Management
Rules & Scoring Management
Existing Business Systems &
Infrastucture
Analytics
PACE(Relationship
Management)
PROSPECTUS
Each customer’s data can be amalgamated into a Single-User-Profile, including purchase history, messaging preferences, wish lists, abandoned carts, and more. Combined with progressive profiling enablement, this data can then be captured and leveraged 24/7, 365 days a year to curate a personal journey and unique customer experience.
What could this mean to the Cirque du Soleil customer?
• Loyalty engagement and rewards programs • Real-time custom offers • Wish lists • Personalized service • Automated greetings • Self-scan • Live chat
With so many options available, we are recommending three Proofs of Concept for consideration.
www.omNovos.com
+1.613.744.8204 ○ [email protected]
POINT OF SALE
CORPORATETICKET
SUBSCRIBERINFORMATION
REGISTRATION FORMS
(FAN CLUBS)
MOBILE APPS
MOBILEPOINT OF
SALE(M-POS)
WEBSITEQUERIES
SURVEYS
BADGEGAME
PROSPECTUS
Proof of Concept 1: Exclusive Access to Special Experience (Meet the Director, Meet the Cast) Customers place high importance on experiential transactions—this is true of all event-goers and every representative of the fastest-growing cohorts (Millennials and Generation Z) driving today’s economy. Through a better understanding of customer expectations, we predict significant opportunities for building brand loyalty, increasing frequency of visits and socializing Cirque du Soleil brand message through reward-based Special Experiences.
This Reward-based Proof of Concept will demonstrate customers’ appetites for unique experiences and will demonstrate their willingness to share personal data if they perceive “value” in the transaction.
Possible Special Experiences include:
• Meet the director – A 15-minute pre-show meeting 60 minutes before a show (POC) • Meet the cast – A 20-minute post-show meeting 30 minutes after the show (POC) • Complementary culinary events in partnership with a local chef • Cross-promotional events between RSD and TSD events (travel events, tours, etc.)
We recommend rewarding Brand Influencers and High-Frequency Customers with the power to earn these rewards. Recognition would require active use of the Cirque mobile application and could require achieving milestones, such as RSD visits, TSD visits, merchandise purchases, in-app activity, show feedback, social-media influencing, etc.
This gamification would evolve over time, delivering a “sticky” experience for the user and empowering Cirque du Soleil with the means to build the Customer Single-User-Profile and shape the personal journey through focused 1:1 messaging and promotions.
www.omNovos.com+1.613.744.8204 ○ [email protected]
PROSPECTUS
Proof of Concept 2: Special Admission Queues for Cirque Mobile Application Users Understanding that customers are compelled by the experience of attending a Cirque du Soleil show, the most common complaint we identified was waiting in a queue to gain access to the site.
We propose introducing a special admission line available to all Cirque mobile application users. This POC and application are designed to drive technology adoption for less-frequent visitors, and thus build the Single-User-Profile for these infrequent visitors.
Customers would be required to load the Cirque application onto their mobile device for access to the Special Queue and attendees would be encouraged to use their smart device for mobile-ticket scan.
The capture of customers’ mobile numbers and emails addresses will enable general post-show messaging via email or SMS.
It is during this scan admission process that future functionality could allow for the offer of seat upgrades (see POC #3) to qualified customers.
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+1.613.744.8204 ○ [email protected]
PROSPECTUS
Proof of Concept 3: Show Seat Upgrades Creating excitement for the new omni-channel platform among both the fervent and casual Cirque du Soleil customers, would be the key to compelling user adoption and setting the foundation for the viral success of omNovos’ customer engagement ecosystem.
Show seat upgrades would be offered as a reward or “lottery” event after a prescribed cut-off time—perhaps 10 minutes before the start of the show—and would deliver the following benefits to Cirque du Soleil:
1. Incentivize technology adoption and compel frequent use of the mobile application. 2. Enhance customer experience for seat upgrade winners. 3. Reward Corporate Ticket Holders for participation in the program (when their unused seats are used for
upgrades). 4. Reward all connected customers for participation in the program. 5. Fill abandoned and empty seats in the lower sections to improve brand image and show experience. 6. Create a new revenue stream derived from advertising and sponsorship.
This seat upgrade strategy would be complemented with recognition badges through gamification of the customer journey (see Gamification).
www.omNovos.com
PROSPECTUS
FUTURE CONCEPTS FOR ENHANCED CUSTOMER ENGAGEMENT “Day of the Event” Curated Journey – Before, During, After Create a conversation with each connected customer before, during, and after each show. Empower the customer to control the cadence of the messaging, but compel continued engagement through content that delivers value.
Show-day communication would be offered through both mobile application and responsive web, giving users the power to connect with Cirque du Soleil how, when and where they want.
Possible Show-Day Messaging • 6:00 am – Show Day message sent reminding the customer of the upcoming show • Pre-show messaging (reminders to load the mobile application, cast updates, venue information, etc.) • 1:00 pm – A daily promotion offer such as pre-ordering a drink, making dinner reservations • Advance notice of show-day promotions (F&B and merchandise) • 5:00 pm – Updates on travel and transportation updates (e.g. parking and traffic status, weather) • Upon arrival at the venue (mobile-ticket scan): Conversation initiated with the customer • Feedback is requested such as who is with you today? How did you get here? What are your food
preferences? This personalization provides for immediate customer journey optimization. • Cirque du Soleil trivia and facts • At intermission: Updates on weather and traffic pushed to users • After the game: Information updates; order pick-up reminders; promotions for discounted future show tickets
Cirque customers become excited to be part of the journey. They plan their day to arrive on time, they connect with friends and family, and they are already a captive and engaged audience. Through relevant and more effective messaging with the audience, Cirque offers them an opportunity to immerse themselves in the experience—hours before arriving at the venue.
As the messages become more tailored to each and every individual journey, Cirque du Soleil customers will become its technology ambassadors.
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+1.613.744.8204 ○ [email protected]
PROSPECTUS
Gamification We propose introducing habit-forming gamification into the customer journey. This may not have been viable a generation ago; however, with over 90% of an audience connected with a smart device, the time is right to introduce a rewards program that hooks guests and keeps them engaged with the organization.
With an effective hook model, organizations do not need aggressive messaging; customers will offer their information freely and reconnect as often as compelled. Cirque can create brand-elevating behaviors, performed with little conscious thought from the users.
An innovative brand-centered marketing program, including special badges for RSD visits, TSD visits, cross-promotional activities, social-media engagement, Cirque-related trivia questions, etc., becomes the nurturing tool and data source to build layers of relevant customer profile information.
The wealth of willingly provided information collected over multiple visits and engagement events, will serve as the foundational data that Cirque will use to create the unique personas of each customer: this is how Cirque curates personal experiences and creates lifetime customers. We recommend integrating games into ticket sales (attendance), merchandise, and communication channels to trigger customer engagement. These games are the basis for the reward system, driven by “badges” for the engaged customers.
• Badges will be awarded for first-time engagement, frequent visits, and special events. • Badges will recognize activation, merchandise pre-orders and purchases, website visits, daily check-ins, frequent
show attendance, shares and tweets, community engagement, etc.
As users achieve milestones, they can be rewarded with discounts, special promotions, seat upgrades, or invitations to special events.
To further compel engagement, Cirque du Soleil can offer in-venue guests an opportunity for special awards. This anticipation creates a surge of dopamine in the player and drives repeat visits to the shows.
www.omNovos.com
+1.613.744.8204 ○ [email protected]
PROSPECTUS
Live Chat Show-day live chat, providing instant connection to the customer and feedback about:
• Facility access • Parking directions • Local amenities • Show information • Ticket upgrades
Proximity Marketing and Fan Engagement Beacon testing for show branding, corporate messaging, and targeted promotions. Through the introduction of Bluetooth Low-Energy Beacon technology, partnerships with local corporate organizations, and positioning in high-density venues such as casinos, shopping centers, convention centers, and so on, Cirque du Soleil can motivate potential customers to research upcoming shows, purchase tickets, share information, and much more. Such technology can be a powerful tool, generating many more opportunities for customers to hear about Cirque du Soleil shows and to make last-minute decisions to attend.
Line-Busting at Concessions Use of mobile point of sale (M-POS) for rapid order and checkout of F&B or merchandise. Mobile application users could pre-order concessions for pick-up upon arrival at the venue or for mobile pick-up during intermissions.
Corporate Sponsor Communication and Promotions Drive advertising and create a revenue-generating channel for corporate sponsors.
Data Connectivity Professional Services Data connectivity and system integration requirements will be outlined during the technical stages.
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+1.613.744.8204 ○ [email protected]
PROSPECTUS
TYPICAL PATH TO ADOPTION 1. Event Experience Audit2. Discoveries and Recommendations Overview3. Validation of Assumptions / Customer Surveys through email and mobile platform with submitted report4. Selection of Proof of Concepts (POCs) for evaluation5. Submission of specification Requirements Document and Pricing Schedule6. Approval of Requirements Document and Pricing Schedule 7. Establishment of Key Performance Indicators (KPI) for POCs 8. Letter of Intent 9. Proofing of Concepts10. Implementation of extended trial and deployment of select applications (as prioritized)
If you have questions about this prospectus, please feel free to contact Alanna Leeks or Mark Canning at your convenience at [email protected] and [email protected].
I will be in touch with you next week to arrange a follow-up conversation.
Thank you for your consideration, Mark Canning Director of Business Development
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+1.613.744.8204 ○ [email protected]
PROSPECTUS
