In its efforts to become more technologically advanced, Walt Disney Parks and Resorts has launched a new initiative aimed at enhancing both overall customer experience and the company’s future marketing strategies. MyMagic+ will feature a new website and app called MyDisneyExperience, as well as a wireless wristband to use at Disney Parks, aptly called the MagicBand.
MagicBand will use state-of-the-art radio-frequency identification (RFID), and will serve as a guest’s theme park ticket, a FastPass access card and a room key for guests staying at a Disney Resort. Even more fascinating are its additional functions and the type of additional information that can be registered to the wristband. MagicBand users can reserve VIP seating for special events, register their names for identification by Disney characters, and enter credit card information for cashless purchases. Many of these options can be done before guests even arrive at the theme park of their choice.
The MyDisneyExperience website and app will service as the central command center for guests when planning their theme park experiences. Privacy controls will be available; guests have full control of how much or how little information they provide. It’s anticipated that this new customer-focused program will make guests’ time at a theme park more streamlined, and less stressful, and ultimately more enjoyable. With the alleviation of long times, and conveniences like swiping a wrist band to buy a souvenir, Disney is confident the overall customer experience will be enhanced.
On the company’s blog, Tom Staggs, Chairman of Walt Disney Parks and Resorts, credited the new technological initiative with the ability to provide guests “ . . .the flexibility to plan as much or as little as they’d like to create the exact Disney experience they want.”
Disney’s marketing division will also greatly benefit from this new program. In addition to storing information registered by customers, it will also contain a tracking system that will monitor riding and purchasing habits. Having this kind of real-time information will enable marketing professionals to be more item-specific, and design better marketing plans and initiatives.
Testing for the new program began in December 2012 at Walt Disney World in Orlando. Despite some concerns about privacy breaches and excessive data collection, Staggs reports via the company blog that consumer response thus far has been positive. According to The New York Times, MyMagic+ will officially launch this spring at Walt Disney World. It’s hasn’t been reported at this time, when the program will be available at Disney’s other theme parks.
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