Do rewards programs provide adequate incentives to customers or do restrictions provide headaches?
For the Mansfield Movieplex 8 at the East Brook Mall in Mansfield, several factors make their VIP Club Card members feel less than very important.
The theater’s website does not process new signups or allow existing members to view account balances and information.
New members are told to “print and complete the enrollment form below then give to a Mansfield Movieplex employee on your next visit to enroll in the club.”
It also states, “generally cards will not be ready for pickup until after your movie ends on the day you submit your form.”
Points are not added from tickets and concession purchases made before the card is ready.
When a customer receives a card, there is no name printed on it.
At the local casinos, it takes about two minutes to sign up for a rewards card with the name printed on the front.
Mansfield Movieplex VIP Club Card holders earn seven points per ticket and one point for each $1 of concessions.
There is a higher reward ratio for going to 2D matinees and Bargain Day Wednesdays for $6 than 2D evening movies for $8.50 or 3D evening movies at $11.
I submitted feedback on the cinema’s website twice, on 9/10 and 9/12, stating the following:
“I had signed up for the VIP Club Card last Friday, 9/6 but forgot to pick up the card after the movie. I was told that I would not be able to get credit for the ticket and concessions I purchased that day, which means I lost out on 16 points. I will be returning tomorrow, 9/13 and am wondering whether my card would be available for pickup so that I can earn credit for tickets and concessions I will be purchasing. I suggest that you revamp your rewards program so that cards would be immediately available like the casinos and customers could get credit at signup and possibly include a welcome gift. I look forward to your response.”
I received no reply but was able to pickup my card on 9/13 at the theater.
I saw “Despicable Me 2” with a friend and bought pretzel bites and a small soda awarding me with 23 points.
I had forgotten to present my card for my friend’s nachos and small soda which would have awarded me an extra nine points.
I went back that night to see “Meet the Millers” earning seven points which brought me to 30, the daily limit according to the enrollment form.
My medium soda and Butterfinger candy would have allowed me to earn seven more points.
With the lost points from the first and second visits, I should have received 32 more points and have a total of 62, enough for a free small popcorn and only eight points shy of an offer for $2 off a large popcorn/large fountain drink combo.
Instead with my 30 points, I need five more to just get a free small popcorn. Too bad their popcorn is of only fair quality.
Back in 2006 when I emailed a complaint to the manager of the Connecticut Post Mall Cinema, I was mailed an apology letter and a pair of free tickets.
I had complained of their up-charge fee for the Director’s Hall, which gave the convenience of ordering only a very limited choice of concessions from theater staff who delivered it to your seat. Most concessions items had to be purchased at the counter.
However, I don’t think an apology letter or free tickets will be coming from the Mansfield Movieplex or its parent company, Zurich Cinemas.
While their rewards program needs major work, the pricing for tickets and concessions remains quite competitive compared to other movie theaters in Eastern Connecticut (like Digiplex, Regal, Cinemark, Marquee, Metro Movies 12, and Niantic), which will keep me coming back for sure.