The giant Disneyland has recently invested almost one billion dollar in a new innovative system allowing to better understand customers' behaviors and over time, benefit from it.
Disney remains at the latest technology and shows it in its promotional campaign with the last-born of the touristic giant : the connected bracelet opening every door ...
Through emissions of radio waves, the connected bracelet named Magic Band will enable the firm to follow visitors' behaviors in order to better know their preferences and then, improve its services.
This new technologic "gadget" worn at the wrist of visitors, will facilitate access and logistic in the whole parc (attractions entrance, restaurants booking, room-key) but will also serve as means of payment inside the park which will certainly increase spendings, henceforth dematerialized.
An interactive technology which makes visitors smile but which is also considered as an important economic concern. According to Jay Rasulo, DisneyWorld financial director :"When moving is smooth, people spend more time in attractions, restaurants and shops and as a consequence, they spend more".
This is why the firm did not hesitate when investing almost one billion dollars to test this new system. Indeed, the data collected (as time and money spent in an attraction, in a boutique etc...) represent an essential source of information available for Disney, which stocks and analyzes them in order to sell more and better.
Such information could help the firm to enhance its customer experience by adapting its offer to the demand, especially through a better park layout. Also, it could keep users up to date about possible changes or waiting time. Furthermore, Tom Staggs -Disney Park&Resorts division manager- consider this product as a way of creating "an experience more unique and more personalized". Over time, it could even assist staff with customers' personal information (name, age, birthday...).
For the moment, the system is at its experimentation stage in the United States but should probably be generalized over the world. This "tracking" bracelet should allow Disney to develop intensively its revenue, which amounted to 3.2$ billion in 2012.
Other touristic organizations as the Dallas Museum of Arts, could follow the trend with the aim of better understanding customers' behavior, facilitating logistics, enhancing visitors' experience and increasing their spendings.
Other touristic organizations as the Dallas Museum of Arts, could follow the trend with the aim of better understanding customers' behavior, facilitating logistics, enhancing visitors' experience and increasing their spendings.
This article relates an important concern in the tourism industry. Indeed, technology is more and more present nowadays and enables companies to enhance customers' experience but also to make profits.
However, this strong technologic trend also highlights another issue : privacy. One can ask until which degree organizations will be able to interfere in customers' life and mind...
Sources:
- http://www.lefigaro.fr/secteur/high-tech/2014/03/16/01007-20140316ARTFIG00069-des-bracelets-connectes-pour-scruter-les-visiteurs-des-parcs-disney.php
- Picture: http://www.radiovl.fr/mickey-se-met-nouvelle-technologie/
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