“If we can enhance the experience, more people will spend more of their leisure time with us.” So said Thomas O. Staggs, chairman of Disney Parks and Resorts, in this piece about a huge investment the company is making to streamline the process of visiting the mega themepark. In At Disney Parks, a Bracelet Meant to Build Loyalty (and Sales), writer Brooks Barnes details the efforts Disney is making to move visitors away from having to use cash or credit and encourage them to use a connected wristband. Disney can then mine insights into what its visitors are actually doing when they’re at the parks. It’s not a small investment: analysts figure it’ll cost the company up to $1 billion. But I guess that’s the price you need to pay these days to get first-hand, reliable data on your customers.
January 7, 2013