Opting in to Consumer-Driven Strategy

How Disney Changes the Theme Park Business

By: Nickie Harber-Frankart

A new year brings new opportunities. For our clients, that means a new level of understanding of how consumers’ desires for convenience and personalization continually drive business strategy. A recent New York Times article about Disney’s new MyMagic+ technology is a perfect example of this.

mymagic

MyMagic+ utilizes radio-frequency identification (RFID) technology embedded in rubber bracelets (called MagicBands), which when worn by park visitors simplifies the daunting task of keeping track of paper tickets, fumbling with credit cards, and tracking room keys, while watching small children in a theme park. Customers (at their own discretion) can also encode personal data on the bands which park employees can access. This makes it possible for me or my sister to opt in and personalize my niece’s first visit to Walt Disney World where Minnie Mouse greets her saying, “Nice to meet you, Hailey!”

For a place that brings fairy tales to life, the adoption of MyMagic+ not only delivers convenience and personalization, but also brings Disney one step closer to its mission and brand promise to make “Dreams come true.”

As a consumer and business person, I can appreciate all of the possibilities. Sure, it raises the hot debate about collecting personal data, but it really is a win-win for both the customer and the organization. For instance, it not only enhances the customer experience leading to greater customer satisfaction, but also allows the organization to gain valuable insight into consumption habits to streamline processes and enhance productivity.

I believe 2013 is the year for both consumers and company leaders to truly embrace the opportunities that technology and data bring. There are numerous possibilities to satisfy our convenience-driven culture, and several ways our organizations and customers benefit—one of which is the option to opt out entirely.

©OrangeBoy, Inc. 2013

Photo from wired.com

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