Mumbai-based multiplex chain INOX has entered into a partnership with German multinational software corporation SAP to use its in-memory database and application platform HANA to monitor business and consumer patterns.
"We have chosen SAP HANA to be our technology provider to integrate our back-end system and to bring efficiency and streamline processes to target our consumers in an efficient manner," said Jitender Verma, chief technology officer at INOX.
The chain will use SAP HANA for gathering consumer data from various touchpoints such as the box office and food & beverages counters at INOX multiplexes. It will also collect sanctioned consumer insight from bookings made through the website and mobile application. According to INOX, 25% of ticket bookings take place through mobile apps and websites.
INOX said it is the first multiplex chain in the country to use this technology. "All this digital service initiatives attract consumers from a repeat visit perspective. SAP HANA is just another step in this digital transformation for INOX," he added.
Inox is currently operating in 54 cities across India with a total of 389 screens. It plans to add 128 screens by the end of this year.