Can Factory launch dedicated Cineworld mobile website
Can Factory encouraged Cineworld’s eCommerce team to launch a dedicated Cineworld mobile website in 2009. We recommended a streamlined site to allow for the 2009 UK marketplace’s sluggish mobile connectivity and low levels of smartphone adoption.
The site launched in August 2009 and focused on putting key cinema, film, and performance information into the user’s mobile device in a format that could be downloaded quickly and navigated easily. Most importantly the solution ensured that customers could book as easily as possible on a wide variety of mobile device platforms. The solution also took advantage of the newly introduced location browser support available to dynamically display more relevant results to users.
New Media Age, reviewing Can Factory’s original mobile application for Cineworld Cinemas, summed it up as “a slick, fit-for-purpose site that understands its audience.” Vanita Tanna, Head of Information Architects and User Experience at Agency Republic, described the site structure as a “well-considered user journey” with a “solid information hierarchy,” including “cinemas all over the UK, a week’s worth of films for each, times, maps and directions are all easy to find.”
“Once I find a film, I can securely buy tickets,” and a “clear, stepped payment process,” accompanied by “tips, opportunities to change my mind and a clear order confirmation” all contributed to “a smooth experience.”
Pointing out on the usefulness of the Share My Location button, “which shows what’s screening around me,” Ms Tanna described the “friendly, informative messaging and consistent tone,” and approved the choice to dispense with ads and huge visuals in this “accessible mobile version” of the Cineworld Cinemas site.
Can Factory’s solution proved to be a huge success, helping Cineworld to drive a significant increase in mobile traffic and sales with more than 700K unique visitors in the first 3-months.
