Scaling success: Vue’s multi-market experimentation story
Station10’s expertise in implementation, optimisation, and reporting has enabled our experimentation programme to uncover valuable customer insights while delivering measurable improvements to the digital journey. The team are a pleasure to work with, and I’m looking forward to delivering more complex tests and personalised experiences
- Joe Taylor, Group Product Owner
The challenge
Vue International is one of the world’s leading cinema operators, managing premium brands across major European markets, spanning eight countries, 226 sites, and 1,978 screens.
Vue needed to prove the commercial impact of its digital experience. Its goal: to build a data-driven experimentation programme to increase conversions, drive booking frequency, and enhance upsell opportunities - ultimately demonstrating the value of its digital customer base.
Objectives
- Build and scale an international experimentation programme from the ground up
- Deliver incremental improvements across key online metrics
- Demonstrate the value of digital investment through experimentation
Approach
We built and scaled Vue’s experimentation capability from the ground up, focusing on four key areas:
- Experimentation foundations: delivered hands-on training and strategy workshops to embed A/B testing fundamentals and build internal capability
- Platform implementation: piloted and rolled out Adobe Target across the UK and Ireland, aligned to Vue’s business objectives
- Ongoing optimisation: provided flexible expert guidance to help Vue’s lean team maintain momentum and scale testing efforts
- Multi-market expansion: enabled experimentation across multiple countries and brands, tailoring tests to local markets
Impact
Vue has evolved from having no experimentation framework to running a robust, multi-market programme. With strategic support and agile execution, they are now driving revenue, loyalty, and smarter digital decision-making.
- Faster testing cycles: Vue now runs continuous experiments across territories, evolving from local optimisation to a coordinated multi-market approach.
- Conversion uplifts: Targeted tests delivered measurable gains, including a 4.94% increase in online conversions at selected venues.
- Proven ROI: Experimentation insights are helping Vue validate digital investment decisions and refine customer engagement strategies.
Find out more
The first step is usually a conversation about where the programme is today - what’s working, what isn’t, and what’s worth changing.
