Apollo Kino's digital transformation, powered by Markus

Apollo Kino, the largest cinema chain in the Baltics, has been partnering with the MARKUS_ sales and automation platform since 2014. By integrating digital and self-service technologies, Apollo Kino aims to enhance every aspect of the movie-going experience, including ticketing, concessions, food and beverage sales, scheduling, and advertising.

According to Kadri Kaldma, Baltic Business Development Manager at Apollo Kino, they have always identified themselves as a cinema brand that walks its own path. In February 2016, Apollo Kino took its first steps toward digital metamorphosis. The initial phase involved integrating self-service kiosks alongside traditional cash registers, underpinned by MARKUS_' software. This phase marked the beginning of a strategic shift towards self-sufficiency for customers.

“We knew our idea was ambitious and went against the best judgment of many seasoned industry professionals. We simply wanted to create something fresh and exciting for our cinema visitors,” explained Kaldma, expressing the desire to enhance every aspect of the customer experience.

“After experiencing the initial results of the new service concept, we realized that the self-service approach had great potential. To significantly enhance our customers' sales experience, we needed to embrace a completely new mindset,” shared Kaldma.

Self-service concept

Shortly after implementing the initial self-service features, Apollo Kino began planning significant upgrades. These included developing new software and expanding kiosk screens from 13 inches to a more interactive 22 inches. Furthermore, the company introduced cash payment options to complement its digital payment solutions, along with self-service ticket gates that streamlined the entry process.

These changes necessitated a reimagining of staff roles and facilitated a shift toward a model where traditional cash registers became the exception rather than the norm.

Kaldma explained that the new technological setup inspired a renewed focus on how customers shop in the cinema’s sales area. “We needed to put more effort into the presentation and accessibility of products in the store, as well as into simplifying the payment process with the new technology. Software development was crucial in this regard,” she added.

Increased customer flow

By 2019, Apollo Kino had witnessed a dramatic shift in sales transactions away from traditional cash registers: ticket sales via regular cash registers had dropped from 33% in 2016 to just 3% by 2019, while concession sales through the same means had decreased from 36% to 6% over the same period. These shifts indicated a successful customer adaptation to the new self-service model.

The benefits of these changes were significant. Improved customer flow led to a more comfortable experience with considerably shorter waiting times. Moreover, Apollo Kino was able to expand the product selection and significantly increase labor cost efficiency.

Most notably, these operational efficiencies translated into tangible financial gains: between 2016 and 2019, there was a 17% increase in average value of concession transaction, a 29% increase in average concession sales per admission, and a 37% increase in the revenue earned per working hour.

Introduction of serviceable seats

The journey did not end there. In continued partnership with MARKUS_, Apollo Kino further refined its self-service approach by introducing serviceable seats and giving customers the option to order from built-in tablets or their smartphones.

“We wanted to elevate the cinema experience by giving customers the option to have food and drinks delivered directly to their seats without worrying about whether they had time to visit the cinema store before the screening,” said Kaldma.

This innovation not only improved the customer experience during screenings but also enabled ongoing sales throughout the screening.

The Baltic Business Development Manager at Apollo Kino reflected on the partnership, noting that MARKUS_ has been a great partner in this digital transformation journey. They valued the readiness to collaborate and occasionally lead the innovation, particularly appreciating their ability to create customized solutions.

“Looking ahead, we plan to further enhance the dine-in experience, by streamlining the entire ordering process, making it quicker and more convenient,” Kaldma shared about future cooperation plans.

Supported by MARKUS_' technological solutions, Apollo Kino's journey has not only redefined the cinema experience for customers but also established new benchmarks for operational efficiency and financial performance.

Apollo Kino uses MARKUS_ Cinema management software, MARKUS_Film distribution software, and MARKUS_ Restaurant management software.