VUE, the UK's
largest operator of modern multiplex cinemas, is
close to completion of a major IT overhaul which
involves adding new point-of-sale and head office
technology to its 50+ multi-screen cinema circuit
nationwide. Around 700 point-of-sale terminals and
150 self-service kiosks are being installed with
VCSTIMELESS Vista software, an integrated retail
and hospitality system developed specifically for
cinemas. Voice
recognition software and online
ticketing solutions are also part of its queue-busting project,
along with additional modules for improved management
of the business, including extra analytical functions,
cash
management, film
programming and back
office reporting tools. The six-month rollout, at a rate
of two cinemas per week, is to be completed in September.
Queue busting with self-service kiosks
According to Roland Jones, IT Director at VUE, new
self-service kiosks for ticket collection, online
booking, and an integrated system will mean that
customers will no longer have to queue repeatedly
when they want to buy drinks or popcorn from concession
stands. For the 550 screen circuit attracting over
30 million customers a year, improved reporting,
stock control and staff management will lead to
significant reductions in operating costs, he says.
"The new system is allowing us to reduce the
strain at peak times and allows us to be more efficient
at quieter times through the use of a single point-of-sale.
What's more, having the right number of people at
the right time means more efficient use of staff.
And now that customers can pick up their tickets
at concession stands, we are seeing an uplift in
hit rates which is adding additional sales per person.
All newly installed sites are well on their way
to hitting or exceeding their business case," says
Jones.
Other benefits cited include considerably
less paperwork, from what was previously a spreadsheet-driven
operation and largely manual processes - for planning
staff rotas, or film schedules - to an automated
system uploaded directly from head
office. Staff
claim the touch-screen system to be much easier
to use; and management benefit from better informed
decision-making, such as film
programming based
on regional, weekly takings, as opposed to gut instinct
or personal tastes. Queue-busting, particularly
at weekends, is also said to be extremely effective,
because customers can now go to any till. At quiet
times, such as late at night, Jones says that labour
costs have been reduced, because traditionally they
always had to have staff in the box office area
at the same time as the food and drink stands.
Ticket
at any till
"By offering a 'Ticket at any Till' option and ATM's
at which you can purchase as well as collect pre-booked
tickets, the service levels we can offer our guests
have improved beyond recognition," says Steve
Knibbs, Chief Operating Officer at VUE. "The
introduction of one integrated state-of-the-art
operating system across the circuit will give us
a competitive advantage over our rivals as it will
allow us the opportunity to offer better customer
service, more choice and easier ways for us to offer
new ideas in sales and promotions."
A single
solution for a growing estate
Vue, which has grown through the acquisitions of
various cinema chains including Warner
Village Cinemas, found itself with a number of out-dated
systems, and Jones says that a single integrated
solution for the entire estate was a major factor
in upgrading its existing systems to Vista through
VCSTIMLESS. A return on investment for the multi-million
pound project is expected within three years,
he says, and the efficiencies generated so far
have far exceeded all expectations.
The "Chicago" project:
meticulous planning
The 6 month project, due to be completed in August
2006, has remained on time and on budget thanks
to the dedication of a 7-strong VCSTIMELESS team
working closely with Roland Jones and his team of
6 VUE engineers and 6 trainers. Weekly operations
meetings, monthly steering group meetings, events
and monthly newsletters ensured the 1000+ man-day
rollout, project-named "Chicago", remained
on track.
The Vista
solution first went live in the
Harrow pilot site followed by the remaining VUE estate
at a rate of one per week, switching to 2 per week
from the beginning of April 2006. Once the project
is fully rolled out, the system will be used by
over 1000 users on site and 20 at head
office.
About
VUE
Vue Entertainment formed in May 2003 following the
acquisition of Warner Village Cinemas by SBC
International Cinemas. Vue Entertainment is the largest operator
of modern multiplex cinemas in the UK. It is also
the market leader in the critical London market
and has the second largest market share in terms
of box office in the UK. Investment has been made
to complete the refurbishment of all Vue
cinema foyers in the country. Vue remain committed to
building and developing the highest quality modern
multiplex cinemas in Europe and will be opening
almost 20 new sites in the next 2-3 years.
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