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  • Grup Balaña

    Made in Barcelona

    Grup Balaña is the benchmark cultural company in Barcelona thanks to its vast range of cinemas and theatres. Since it was founded in 1943, the company has managed to adapt to the new trends to become a cultural reference. The group, while seeking to renew and adapt to the sector's changes and new ways of marketing, has trusted eMascaró to create its new online project in order to position Grup Balaña as the reference website for selling and checking out cinemas and theatres in Barcelona.

     In 2022, and after years of commitment, Grupo Balaña continues to rely on eMascaró for its digital renovation, with an adaptation to new devices. Furthermore, we have carried out a home page redesign for mobile devices, improving navigation and bringing the best user experience from the smartphone.

    https://www.grupbalana.com/

    The Challenge

    With this project Grup Balaña aims to increase direct sales from its own platform thanks to a ticketing system which enables its integration into cinema and theatre external booking systems. We have created the first Quicksearch tool for booking cinema and theatre tickets with which users can complete the purchase in a fast, hassle-free process.

    Another of the main objectives was to maintain and increase the clients' loyalty with functionalities which help users throughout the purchase process; such as the “What to do in Barcelona” agenda where users have access to the global offer of shows and films available each day in this city. We also aime to promote functionalities such as Club Balaña and Balaña Kids by which club users gain access to exclusive offers.

    But the project's main challenge has been to integrate the external cinema and theatre supplier systems, to obtain the listings, sessions and ticketing in real-time as well as linking the entire records, promotions and club users system in the marketing mailing system.

    Project scope

    • Strategic consultancy and 360º audit of the entire online strategy for the next 2 years
    • Conceptualisation
    • Creativity and design
    • Content manager + Cinemas / Theatres / Halls Manager
    • Integration of external ticketing system
    • Integrating 2.0 elements
    • Managing and incorporating corporate content in a single language
    • Developing the loyalty club and databases
    • Testing, training and start-up


    The outcome

    We have created a functional, interactive and dynamic website. It provides users with all the necessary information to choose from among the different leisure options available in Barcelona city and it also offers the possibility to purchase the tickets directly. On the customers' side, we have managed to minimise the handling thanks to a fast, usable content manager adapted to the sector needs. At eMascaró we create optimised projects for conversion and sales, which are known for their innovation and creativity. With this new website, Grup Balaña is now the proud owner of the best online project for cinema, theatre and events halls, promoting direct sales and customer loyalty.

    Do you also need a greatInternet project?

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