Kinepolis Group launches new websites
Leuven, 25 January 2012 – Cinema giant Kinepolis is rolling out new websites in Belgium, France, Spain and Switzerland. Amplexor provided a content management system in Drupal 7, based on HTML5. Open X and Selligent Interactive Marketing (SIM) have been integrated into the system. Later this spring, a ‘preference-driven’ homepage and a mobile website will also be made available.
HTML5 + Video
“Kinepolis chose a new website for several reasons,” explains Stefaan Claes, International CRM & Digital Marketing Director of Kinepolis Group. “The most important driver was the growing importance of mobile devices. The old website, which made extensive use of Adobe Flash, was difficult to visit with mobile phones and tablets. So we have now opted for HTML5. In addition, all video content has been adapted, so it can be played in modern browers without plug-ins, thanks to HTML5 Video.”
Personalised
Secondly, the new Kinepolis website aims wherever possible to meet customers’ preferences (the so-called ‘preference-driven approach’). This is made possible by calling on Selligent Interactive Marketing. This framework is more than an e-mail marketing platform; it is also a marketing automation tool, which is particularly suited for fully automating campaign workflows. In this way, a person’s profile – and their favourite genres, actors, directors, etc. (My Kinepolis) – can be used to create and e-mail out personalised newsletters with information about films. Moreover, the content of iPhone and iPad apps (developed by In The Pocket) have already been personalised.
In phase two of the project, later this spring, the My Kinepolis information will also be used to display a tailormade homepage to visitors. Furthermore, Amplexor is working hard on the responsive design of the new websites for mobile devices.
For the Kinepolis bannering on the website, the advertising platform Open X was chosen. This software makes it easier for Kinepolis to manage its internal promotional content and to adapt it to the right target audiences.
Smooth navigation
A third and final reason for the update to Kinepolis’ website was that, in the past, content and features were regularly added to the existing site. As a result, the site as a whole had become somewhat cluttered. Thanks to the site’s new look and clear structure, surfers can now find their way more easily to Kinepolis’ films programme and events. It was designed by Kunstmaan.
Drupal 7
The website’s content is administered through the content management platform of Drupal 7. “This CMS is very user-friendly and flexible,” says Stefaan Claes. “It allows our content management team to quickly and easily create new structures or add additional languages, if needed. With Drupal 7, we consciously chose Open Source, because it gives us a certain form of freedom, including the freedom to choose our suppliers.” Kinepolis continues to use its old CMS for data and asset management.
In the cloud
In the website’s development phase, Amplexor collaborated with hosting specialist Nucleus. The aim was to find ways of increasing the stability and speed of the site. They opted for full virtual cloud hosting, a highly flexible and scalable solution. The Kinepolis site was set up fully load balanced and clustered, to ensure the highest possible uptime.
About Amplexor
Amplexor stands for “pure content management". The company has expertise ranging from the development of intranet architectures to the implementation of information-driven websites. Amplexor’s consultants offer advice and implementation services in areas such as information architecture, search solutions, document management solutions and web content management platforms.
Amplexor’s growing customer base has enabled the company to gain a firm foothold in the Enterprise Content Management market. Over the past few years, Amplexor has worked for clients such as Agfa, Argenta, Christian Mutuality, Daikin Europe, Dexia, Digipolis, European Commission, Euroclear, Fedict, Indaver, KBC, NMBS, the provinces of Antwerp, Limburg and Flemish Brabant, Puratos and Rabobank.
About the creation of Kinepolis website and apps
● The new website employs Drupal as a CMS and was built by Amplexor (Leuven, Belgium).
● As part of a broader corporate identity exercise, Dutch agency FasterForward created the basic design of the new website, apps and newsletter, while Kunstmaan (Leuven, Belgium) developed it in full.
● Hosting is by Nucleus (Antwerp, Belgium).
● In The Pocket (Ghent, Belgium) developed the new-generation mobile apps.
● The new 'preference-driven' My Kinepolis newsletter was developed in-house using e-mail marketing and marketing automation software from Selligent (Eigenbrakel, Belgium).