The Moulin Rouge is a spectacular environment, which creates and shares the surprising and hectic spirit of Parisian fiest since 1889. At 128 years old, the Moulin Rouge is continuously renewed to attract more visitors. It also bets on innovation and and client knowledge with solutions such as GuestViews. Interview with Virginie Clerico and Mathilde Dommange from the Moulin Rouge.
“CAN YOU PRESENT YOURSELF IN A NUTSHELL?
Virginie Clerico: I am brand and strategic marketing Director. I am developing the brand in terms of image and sales revenue. With my team, we work on digital technologies, licensed products, partnerships, etc. Part of our job is also on the protection of the brand “Moulin Rouge”. We also work on its employer brand. The goal is to create links between employees at the Moulin: some people work during the day, some at night… And sometimes they never meet! The idea is to create interservices links – and people are rather asking for it.
Mathilde Dommange: I am digital marketing task officer. We work together with Virginie to promote the Moulin Rouge’s online image and on social media. Today, digital technologies are inescapable. We set up digital marketing campaigns, usually for key events such as the Moulin Rouge’s anniversary, Valentine’s day or the holiday season. It is at this period that we have launched the Guestviews app at the end of 2016.
IF YOU HAD TO PRESENT THE MOULIN ROUGE…
Virginie Clerico: The Moulin Rouge was created in 1889, so 128 years ago! In all the entities of the Moulin Rouge, there are 450 people working. The Moulin Rouge is known above all for its shows: 2 representations per night, 365 days per year. We have 650,000 visitors per year, and half of them are internationals. The brand “Moulin Rouge” is a parisian feast symbol since 128 years.
Mathilde Dommange: It is also a show venue as other entities are part of the Moulin Rouge such as the Machine du Moulin Rouge and the Bar à Bulles. They allow to create other “Moulin Rouge moments” before, after and independently from the shows, by having a drink at the Bar à Bulles, or by extending the night at the Machine. With these other entities we can also reach other diverse profiles.
In addition to these Moulin Rouge’s entities there are an e-commerce website and two shops selling Moulin Rouge’s products which some were created by French houses.
WHY DID YOU CHOOSE THE GUESTVIEWS APP?
Mathilde Dommange: There are a number of reasons. Firstly, because our clients were asking for a guestbook where they could leave a message, leave a print of their coming at the Moulin… It is thanks to the app that we were able to do it! The second reason was that we wanted to create traffic in our shops. Besides, we were looking for way to gather, in site and live, more detailed and qualified data on our visitors. The use of GuestViews is also part of our global strategy of digital innovation within the Moulin Rouge.
YOU SEEM TO HAVE DIFFERENT USE OF THE PRODUCT GIVEN YOUR OBJECTIVES, WHAT ARE THEY?
Virginie Clerico: Yes, indeed. We have two apps targeting two different profiles: one inside the Moulin Rouge functioning at night and another in the hall functioning during the day. The app used at night is placed at the end of the clients route, so that they can leave a comment at the end of the show. During the day, visitors are more curious, they prospect. We give these visitors the opportunity to check opinions on the app of people that have already seen the show.
Mathilde Dommange: To encourage them to check the guestbook and gather as much data during the day, we have created a mini-game with Moulin Rouge surprises. It’s a win-win!
Virginie Clerico: Then we have realised that GuestViews was answering an internal issue we had and the solution was quickly adopted by employees.
WHAT GUESTVIEWS CHANGES IN YOUR DAILY WORK?
Mathilde Dommange: Since we installed the tablets, we have gathered more than 4,000 email addresses via this channel. 70% of these data correspond to potential clients that have never attented a Moulin Rouge’s show. It’s already a change! The simplicity to use the dashboard is also a significant benefit. We really have a global vision of our customers’ profiles. All these informations allows us to adapt our marketing campaigns.
Virginie Clerico: Indeed, it is very easy to use, it allows us to know our customers’ opinion: they are overall enthusiastic – we did not have any information on this before. De facto, on traditional opinion platforms, comments are a bit “warmed up”, and we are never sure that these people have actually seen the show or that they even came to the Moulin Rouge.
ACCORDING TO YOU, WHAT ARE THE BENEFITS FOR VISITORS?
Mathilde Dommange: Visitors’ opinion are valued. As we already said, they can leave a print of their experience and share it on the spot – and not afterwards like on traditional opinion platforms. Moreover, “word-of-mouth” is very important: people will rely more on advice from third-parties and true clients – making it even more interesting to have the app during the day for people wanting to discover the Moulin Rouge.
Virginie Clerico: There is a fun side to it: people are intrigued by the tablet, its content, the quizz… It is participatory and pedagogic, it allows to explain what is the brand Moulin rouge and to tell its story.
WHAT WOULD BE THE 3 REASONS FOR WHICH YOU WOULD RECOMMEND GUESTVIEWS?
Mathilde Dommange: First, for the gathering of qualified data and their smooth and simplified valuation. It has become fundamental for our marketing campaigns. Besides, the apps provide a great deal of sympathy towards the brand, as it values visitors’ voice.
Virginie Clerico: Finally, we also particularly like GuestViews’ customer service: there has always been a good relationship since the beginning and you are always very available. We are very satisfied with this project/partnership!”
You want to know more about the GuestViews solution? Test the solution for free here or contact us at the address firstname.lastname@example.org or on the phone at the 06 40 21 34 80.