Citi­cinemas

Citicinemas® is a chain of cinema complexes recognized for its innovative service and attention model in the entertainment market. As Citicinemas grew, it faced several significant challenges.

• National Expansion: How to expand nationally without compromising service quality?

• Competitiveness: How to increase competitiveness in a market dominated by large consortiums?

• Relevance: What innovations to offer to remain relevant and attractive to customers?

We identified multiple areas of opportunity that allowed us to strategically intervene and drive their growth in a controlled and measurable way.

• Urgent Support for Mobile Devices: We adapted and optimized Citicinemas' digital platform for mobile devices, ensuring a smooth and accessible user experience from any device.
• Real-Time Schedules: We implemented a real-time scheduling system, allowing users to instantly check the availability of showtimes, thereby improving customer satisfaction.
• Enhancement and Surpassing Competitors: We analyzed the features offered by competitors and developed new functionalities that not only matched but exceeded market expectations.

With these improvements, Citicinemas not only achieved national consolidation but also increased its competitiveness and relevance in a constantly evolving market.

In 2014, we analyzed the technological situation of Citicinemas and prioritized redesigning the website and implementing support for mobile devices. Additionally, we developed a basic application for iOS and Android.

These actions allowed us to capture an early share of the rapidly growing mobile market, significantly improving accessibility and user experience.

In 2015, we focused on improving the overall customer experience by adding real-time schedules for all showings, which were managed instantly by the managers of each complex.

We also incorporated the ability to purchase tickets 100% online and developed a system that allowed users to select their seats during the purchase process.

To support these improvements, we developed a robust Backoffice system that allowed for web content management and connected administrative information with Citicinemas' existing systems.

These innovations solidified Citicinemas as an industry leader, offering customers a modern and efficient experience both online and at their cinema complexes.

This program aimed to increase customer loyalty and promote repeat purchases by offering rewards and exclusive benefits.

Once the existing digital products reached maturity, in 2017 we decided to migrate the application using advanced technologies employed by industry giants such as Facebook, Instagram, and Airbnb.

This upgrade allowed us to natively integrate the loyalty program, real-time schedules, and online purchasing into the new iOS and Android applications.

In 2018, to reduce operational costs and improve transaction stability, we migrated the payment gateway to a new provider. This transition also allowed us greater control and fraud detection.

Additionally, we enhanced the security and ease of purchases through the mobile app by implementing support for Touch ID on iOS and Fingerprint on Android.

Thanks to a robust and expandable system, Citicinemas was able to expand seamlessly and open a branch in Guadalajara.

Currently, we have launched the third iteration of both the Citicinemas website and mobile applications. These updates have significantly improved the stability, speed, and usability of the products, unifying both platforms to offer a more cohesive and efficient user experience.