PROSPECTUS Customer Engagement Solutions - for Cirque du Soleil +1.613.744.8204
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PROSPECTUS
Customer Engagement Solutions
for Cirque du Soleil
+1.613.744.8204 ○ info@omNovos.com
www.omNovos.com
www.omNovos.com
PROSPECTUS
EXECUTIVE SUMMARY
omNovos’ extensive background in Big Data and rules-based processing, combined with its expertise in building
client-first omni-channel solutions for one-to-one customer engagement, will equip Cirque du Soleil with the tools to
deliver several key benefits:
1. Personalization for enhanced Customer Experiences to drive greater Cirque du Soleil brand affinity
2. Greater frequency of customer visits and enhanced loyalty
3. Increased ticket revenue and margins through incremental direct ticket sales
4. Frictionless omni-channel messaging across all Cirque du Soleil properties
5. Facilitate global brand development and reach
Live-entertainment attendees have more options for their discretionary spend than ever before. Although they wish to
be entertained, it is also important they are acknowledged: by their friends, their followers, and their entertainment
provider. For customers today, it is critical that their journey equals their devotion—and for Generation Z, this simple
fact is absolutely key.
Customers want value for their investment. Customers want to be rewarded for their commitment. Customers wish to
be seen. Customers wish to be heard. Customers wish to be valued. Customers wish to be enabled.
The Retail and Entertainment industries are learning that we have entered the experience economy. People desire
experiences: memorable events that engage each individual in an inherently personal way.
Your customers will commit their time, spend their money, and share their personal information—but only if they
believe they are receiving a return on their investments.
The omNovos product suite empowers our clients with the means to build a deeper relationship with their customers.
The key to our success is our PACE platform (Personalized Automated Customer Engagement), and our ability to
create a Single-User-Profile for target customers.
Our one-to-one customer engagement platform will truly personalize every single guest interaction, whether online,
in‑app, or in-person.
Through collaboration and partnership with omNovos, Cirque du Soleil will distinguish itself among the many other
Live-Entertainment providers and global brands. The Cirque organization will curate unequalled customer
engagement, resulting in higher Lifetime Value of customers, an increase in attendance to shows, and an unmatched
Value Proposition for its corporate partners.
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.com
PROSPECTUS
A LITTLE BIT ABOUT DATAKINETICS AND OMNOVOS
Who We Are
omNovos: What We Promise
omNovos is an Ottawa, Canada based software company, building omni-channel customer engagement solutions for
retailers, food service, and entertainment organizations worldwide. Launched as the retail subsidiary of Datakinetics,
omNovos supports its clients in managing their complex, data-driven omni-channel environments. Our product suite
empowers our clients with the means to build deeper relationships with their customers and fans.
OmNovos’ Personalized Automated Customer Engagement (PACE) platform creates a Single-User-Profile for each
target customer, which is essential for an organization to deliver the type of experience it wishes to offer—customer
engagement that will truly set them apart in a crowded industry. Our one-to-one customer engagement platform truly
personalizes every single customer interaction whether online, in-app, or in-person.
OmNovos’ parent company, Datakinetics, is the global leader in Data Performance and Optimization Solutions, relied
upon by the world’s largest banks, credit card companies, brokerage, insurance, healthcare, retail and
telecommunications organizations to dramatically improve their data throughput and processing.
Datakinetics’ comprehensive, world-renowned suite of solutions enables Fortune 500 companies to:
✓ Process over a billion mission-critical transactions, every day
✓ Accelerate application processing by up to 98%
✓ Seamlessly integrate data on mainframe and distributed systems
✓ Enable Big Data and analytics in multi-platform environments
Why Fortune 500 Companies Trust Datakinetics
With 40 years of experience in the field of Data Performance and Optimization, Datakinetics continually help its clients
leverage existing systems, optimizing the issues that hold them back, and enabling plans to propel them forward.
What this Means for Cirque du Soleil
We will deliver to Cirque du Soleil the means to:
✓ Create Lifetime Fans
✓ Enhance the Customer Experience before, during, and after the show—creating an experience unique in the
entire industry
✓ Increase Lifetime Value of guests through incremental gains in spending, before, during, and after the show
✓ Introduce revenue-driving and cross-promotional opportunities with its corporate partners
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.com
PROSPECTUS
PRIMARY OBJECTIVE FOR CIRQUE DU SOLEIL
The Creation and Power of the Single-User-Profile
The growth of mobile has significant implications for live events and corresponding venue operators. Event-goers are
engaging with live action in whole new ways and mobile is the key driving force behind these changes. For instance,
in 2017 the number of smartphone users in the United States was estimated to reach 224.3 million, with the number
of smartphone users worldwide forecast to exceed 2 billion users […] (The Statistics Portal).
Concertgoers are live-streaming the show—sharing across social media and effectively acting as low-cost, but very
effective, promoters. Attendees are using mobile technology for researching food and merchandise options. Guests
are scrutinizing traffic and parking information, in addition to event-day updates.
Expanding the mobile offering to additional experience-enhancing and revenue-generating applications, and using the
profile data mined through these transactions, would provide a significant opportunity for Cirque du Soleil to begin
shaping the customer journey. Cirque du Soleil should make use of this shift in mobile technology use to build and
manage a 360-degree view of the consumer across all channels, including in-venue, mobile, and online.
A single and continuous view of each customer (Single-User-Profile) has the power to:
✓ Drive new levels of loyalty and profitability through personalization of every interaction with the show
✓ Capture in-venue and remote (mobile or online) preferences and analyze behavior to deliver consistent, relevant
messages to drive conversion rates
✓ Create new segments with point-and-click to target the most valuable customers with relevant offers and
promotions
✓ Coordinate across all retail touchpoints and optimize cross-channel operations to respond to customer behaviors
and preferences
✓ Increase ROI on marketing campaigns with higher conversion and more effective cross-sell / up-sell strategies
✓ Maintain customer engagement to communicate event / brand activities for complementary events
✓ Drive greater event and brand affinity leading to increased influence and outbound guest promotion—Note: Each
customer is an influencer within their social circle(s).
With the creation and management of the Single-User-Profile, Cirque du Soleil has the potential to curate greater customer
experience through personalization of his or her journey; to create triggers through gamification that will generate frequent
return visits to the Cirque communication channels; and to build a community of brand ambassadors from the largest
growing subset of its market: Generation Z and Millennials.
Creating a flexible, sticky and user-friendly mobile application with ancillary input from new data sources, will offer Cirque du
Soleil an opportunity to build a strong communication channel with its technology-savvy customers.
Through personalized messaging, offers, promotions, and information to the fan bases, Cirque du Soleil will be empowered
to shape the customer journey, which over time will introduce opportunities for higher revenue and margins through
predictive modeling and a better understanding of customer expectations.
Whether customers are engaged online, in-app, or at the venue, the profile data collected with each interaction and the
consistent and non-invasive collection of additional profile data will increasingly empower Cirque du Soleil to create a
thorough psychographic analysis of the person to curate a truly unique journey and personal customer experience.
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.com
PROSPECTUS
About Generation Z and Millennials—Your Largest Growing Fan Base
Studies have shown just how much Millennials are turning away from materialism and traditional measures of success
in favor of experiential milestones. Millennials are more fulfilled by live experiences, rather than by purchasing items of
the same value.
✓ Generation Z and Millennials make up 48% of the US composition—this insight is vitally important as the
youngest generation begins to mature and move into the workplace. (Nielsen Group, 2017)
✓ Over 97% of Generation Z and Millennials own a smartphone. (Nielsen Group, 2017)
✓ 62% of Millennials say that if a brand engages with them on social networks, they are more likely to become
a loyal customer. (Forbes and Elite Daily, 2017)
✓ Millennials spend about 25 hours per week online. (AdAge)
✓ Millennials touch their smartphones 45 times per day. (SDL)
✓ 63% of Millennials almost always agree to accept an app’s push notification, driven by fear of missing out.
(FOMO) (ComScore Custom Survey U.S, Age 18+, 2017)
✓ Generation Z to become the largest generation of consumers by 2020.
✓ 93% of parents today say that their children influence family and household purchases. (CASSANDRA, 2017)
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.com
PROSPECTUS
1. Identify & Source 2. Collect & Action 3. Identify & Engage
E-Commerce Profile Personalized Offer & E-Commerce Beacons
Management Content Management
Mobile Mobile WiFi
Data Aggregation
Point of Sale In-Store Geofencing
Point of Sale
PACE Existing Marketing
Chat Interactions Infrastructure GeoLocation
(Relationship Concierge App.
Website Management) Concierge &
Clienteling Mobile App.
Management
App
Responsive Web
Search History
Analytics
Website
Preferences
Rules &
Scoring Management
Scan (& Pay)
Existing Business
Voice Systems &
Infrastucture
Social Media
HOW WE DO IT
PACE Platform: One Customer Does Not Equal One Experience
Through its connectivity engine, omNovos seamlessly amalgamates data and data management into one central
system. As the client, Cirque du Soleil can then manage all sales and marketing initiatives through one platform.
Thus, each customer receives one consistent experience—online, in-app, or at the venue. This is the power of omni-
channel engagement.
This is where our PACE platform delivers on its promise.
The omNovos Personalized Automated Customer Engagement platform is a robust automation engine that fully
automates the customer engagement experience.
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.comPROSPECTUS
POINT OF SALE
BADGE
MOBILE APPS
GAME
REGISTRATION
SURVEYS FORMS
(FAN CLUBS)
MOBILE
WEBSITE POINT OF
QUERIES CORPORATE SALE
TICKET (M-POS)
SUBSCRIBER
INFORMATION
Each customer’s data can be amalgamated into a Single-User-Profile, including purchase history, messaging
preferences, wish lists, abandoned carts, and more. Combined with progressive profiling enablement, this data can
then be captured and leveraged 24/7, 365 days a year to curate a personal journey and unique customer experience.
What could this mean to the Cirque du Soleil customer?
• Loyalty engagement and rewards programs
• Real-time custom offers
• Wish lists
• Personalized service
• Automated greetings
• Self-scan
• Live chat
With so many options available, we are recommending three Proofs of Concept for consideration.
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.comPROSPECTUS
Proof of Concept 1:
Exclusive Access to Special Experience (Meet the Director, Meet the Cast)
Customers place high importance on experiential transactions—this is true of all event-goers and every representative
of the fastest-growing cohorts (Millennials and Generation Z) driving today’s economy. Through a better
understanding of customer expectations, we predict significant opportunities for building brand loyalty, increasing
frequency of visits and socializing Cirque du Soleil brand message through reward-based Special Experiences.
This Reward-based Proof of Concept will demonstrate customers’ appetites for unique experiences and will
demonstrate their willingness to share personal data if they perceive “value” in the transaction.
Possible Special Experiences include:
• Meet the director – A 15-minute pre-show meeting 60 minutes before a show (POC)
• Meet the cast – A 20-minute post-show meeting 30 minutes after the show (POC)
• Complementary culinary events in partnership with a local chef
• Cross-promotional events between RSD and TSD events (travel events, tours, etc.)
We recommend rewarding Brand Influencers and High-Frequency Customers with the power to earn these rewards.
Recognition would require active use of the Cirque mobile application and could require achieving milestones, such
as RSD visits, TSD visits, merchandise purchases, in-app activity, show feedback, social-media influencing, etc.
This gamification would evolve over time, delivering a “sticky” experience for the user and empowering Cirque du
Soleil with the means to build the Customer Single-User-Profile and shape the personal journey through focused 1:1
messaging and promotions.
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.comPROSPECTUS
Proof of Concept 2:
Special Admission Queues for Cirque Mobile Application Users
Understanding that customers are compelled by the experience of attending a Cirque du Soleil show, the most
common complaint we identified was waiting in a queue to gain access to the site.
We propose introducing a special admission line available to all Cirque mobile application users. This POC and
application are designed to drive technology adoption for less-frequent visitors, and thus build the Single-User-Profile
for these infrequent visitors.
Customers would be required to load the Cirque application onto their mobile device for access to the Special Queue
and attendees would be encouraged to use their smart device for mobile-ticket scan.
The capture of customers’ mobile numbers and emails addresses will enable general post-show messaging via email
or SMS.
It is during this scan admission process that future functionality could allow for the offer of seat upgrades (see
POC #3) to qualified customers.
www.omNovos.com
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.comPROSPECTUS
Proof of Concept 3:
Show Seat Upgrades
Creating excitement for the new omni-channel platform among both the fervent and casual Cirque du Soleil
customers, would be the key to compelling user adoption and setting the foundation for the viral success of
omNovos’ customer engagement ecosystem.
Show seat upgrades would be offered as a reward or “lottery” event after a prescribed cut-off time—perhaps
10 minutes before the start of the show—and would deliver the following benefits to Cirque du Soleil:
1. Incentivize technology adoption and compel frequent use of the mobile application.
2. Enhance customer experience for seat upgrade winners.
3. Reward Corporate Ticket Holders for participation in the program (when their unused seats are used for
upgrades).
4. Reward all connected customers for participation in the program.
5. Fill abandoned and empty seats in the lower sections to improve brand image and show experience.
6. Create a new revenue stream derived from advertising and sponsorship.
This seat upgrade strategy would be complemented with recognition badges through gamification of the customer
journey (see Gamification).
www.omNovos.comPROSPECTUS
FUTURE CONCEPTS FOR ENHANCED CUSTOMER ENGAGEMENT
“Day of the Event” Curated Journey – Before, During, After
Create a conversation with each connected customer before, during, and after each show. Empower the customer to
control the cadence of the messaging, but compel continued engagement through content that delivers value.
Show-day communication would be offered through both mobile application and responsive web, giving users the
power to connect with Cirque du Soleil how, when and where they want.
Possible Show-Day Messaging
• 6:00 am – Show Day message sent reminding the customer of the upcoming show
• Pre-show messaging (reminders to load the mobile application, cast updates, venue information, etc.)
• 1:00 pm – A daily promotion offer such as pre-ordering a drink, making dinner reservations
• Advance notice of show-day promotions (F&B and merchandise)
• 5:00 pm – Updates on travel and transportation updates (e.g. parking and traffic status, weather)
• Upon arrival at the venue (mobile-ticket scan): Conversation initiated with the customer
• Feedback is requested such as who is with you today? How did you get here? What are your food
preferences? This personalization provides for immediate customer journey optimization.
• Cirque du Soleil trivia and facts
• At intermission: Updates on weather and traffic pushed to users
• After the game: Information updates; order pick-up reminders; promotions for discounted future show tickets
Cirque customers become excited to be part of the journey. They plan their day to arrive on time, they connect with
friends and family, and they are already a captive and engaged audience. Through relevant and more effective
messaging with the audience, Cirque offers them an opportunity to immerse themselves in the experience—hours
before arriving at the venue.
As the messages become more tailored to each and every individual journey, Cirque du Soleil customers will become
its technology ambassadors.
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.comPROSPECTUS
Gamification
We propose introducing habit-forming gamification into the customer journey. This may not have been viable a
generation ago; however, with over 90% of an audience connected with a smart device, the time is right to introduce
a rewards program that hooks guests and keeps them engaged with the organization.
With an effective hook model, organizations do not need aggressive messaging; customers will offer their information
freely and reconnect as often as compelled. Cirque can create brand-elevating behaviors, performed with little
conscious thought from the users.
An innovative brand-centered marketing program, including special badges for RSD visits, TSD visits, cross-
promotional activities, social-media engagement, Cirque-related trivia questions, etc., becomes the nurturing tool and
data source to build layers of relevant customer profile information.
The wealth of willingly provided information collected over multiple visits and engagement events, will serve as the
foundational data that Cirque will use to create the unique personas of each customer: this is how Cirque curates
personal experiences and creates lifetime customers.
We recommend integrating games into ticket sales (attendance), merchandise, and communication channels to
trigger customer engagement. These games are the basis for the reward system, driven by “badges” for the engaged
customers.
• Badges will be awarded for first-time engagement, frequent visits, and special events.
• Badges will recognize activation, merchandise pre-orders and purchases, website visits, daily check-ins, frequent
show attendance, shares and tweets, community engagement, etc.
As users achieve milestones, they can be rewarded with discounts, special promotions, seat upgrades, or invitations
to special events.
To further compel engagement, Cirque du Soleil can offer in-venue guests an opportunity for special awards. This
anticipation creates a surge of dopamine in the player and drives repeat visits to the shows.
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.comPROSPECTUS
Live Chat
Show-day live chat, providing instant connection to the customer and feedback about:
• Facility access
• Parking directions
• Local amenities
• Show information
• Ticket upgrades
Proximity Marketing and Fan Engagement
Beacon testing for show branding, corporate messaging, and targeted promotions.
Through the introduction of Bluetooth Low-Energy Beacon technology, partnerships with local corporate
organizations, and positioning in high-density venues such as casinos, shopping centers, convention centers, and so
on, Cirque du Soleil can motivate potential customers to research upcoming shows, purchase tickets, share
information, and much more. Such technology can be a powerful tool, generating many more opportunities for
customers to hear about Cirque du Soleil shows and to make last-minute decisions to attend.
Line-Busting at Concessions
Use of mobile point of sale (M-POS) for rapid order and checkout of F&B or merchandise.
Mobile application users could pre-order concessions for pick-up upon arrival at the venue or for mobile pick-up
during intermissions.
Corporate Sponsor Communication and Promotions
Drive advertising and create a revenue-generating channel for corporate sponsors.
Data Connectivity Professional Services
Data connectivity and system integration requirements will be outlined during the technical stages.
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.comPROSPECTUS
TYPICAL PATH TO ADOPTION
1. Event Experience Audit
2. Discoveries and Recommendations Overview
3. Validation of Assumptions / Customer Surveys through email and mobile platform with submitted report
4. Selection of Proof of Concepts (POCs) for evaluation
5. Submission of specification Requirements Document and Pricing Schedule
6. Approval of Requirements Document and Pricing Schedule
7. Establishment of Key Performance Indicators (KPI) for POCs
8. Letter of Intent
9. Proofing of Concepts
10. Implementation of extended trial and deployment of select applications (as prioritized)
If you have questions about this prospectus, please feel free to contact Alanna Leeks or Mark Canning at your
convenience at aeleeks@omnovos.com and macanning@omnovos.com.
I will be in touch with you next week to arrange a follow-up conversation.
Thank you for your consideration,
Mark Canning
Director of Business Development
www.omNovos.com
+1.613.744.8204 ○ info@omNovos.comPROSPECTUS
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