Shang Cineplex 20% Blowout

To celebrate its first year anniversary, Shang Cineplex in Shangrila Mall is offering a 20% reduction in its ticket prices, i.e., for cinemas 1-4, the regular price of P150 will be lowered to P120, while, the premiere cinema (with limitless popcorn and drinks) ticket price of P295 will become P236. This promo will run until 31 October 2005.

However, if you just drop by Shang Cineplex and expect to avail of the 20% discount, then I’m afraid you’ll be in for a disappointment.

The only way you can get a hold of these reduced price tickets is if you can produce a filled out stub from a Shang Cineplex flyer. This stub will entitle you to buy two tickets at 20% off.

But where do you get these flyers? Well, definitely not at Shangrila Mall’s first level ticket/info booth, nor the 5th level marketing office, nor the 6th level ticket booth. Believe me, I checked.

Since they weren’t available at Shangrila Mall, I inquired where I could get them, but I was informed that they’ve all been given out, as to where exactly, they couldn’t say.

Point of Purchase Opportunity Loss

I just find it very strange that the marketing personnel of Shang Cineplex did not make sure that a certain number of flyers were left with the ticket booths at Shangrila Mall.

The most important point of the purchase decision process happens in these ticket booths—whether to buy a ticket or not. For the wavering possible new client, a 20% discount offer during this key moment can mean whether the sale is made or not, or, even better, whether there will be an upgrade from the regular cinema to the premiere cinema, or whether the customer relationship they have forged with their regular patrons will be improved.

My suggestion? Print out more flyers and make sure that more than a few are always handy at the Shang Cineplex ticket booths.

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