Walt Disney has managed to build an empire that includes theme parks, resorts, merchandising and streaming, among other things. But in search of offering more, the company is working on the launch of an exclusive membership program which will allow users to access packages of Disney-themed products and accessories with discounts and special offers for subscribers, according to (WJS). Users will be able to purchase the products by scanning a QR code in the Disney+ app.
This business boost could compare to the Amazon Prime subscription plan, which already offers special advantages for subscribers, such as free shipping and complementary services to video streaming. In fact, according to The Wall Street Journal, some Disney executives internally refer to this program as “Disney Prime”, although a spokesman denied that this was the final name.
Several details of the project are yet to be defined.
The action plan is still in the early stages of development so it is not possible to know how much the membership will cost, or the exact launch date. However, the WSJ report has suggested that Disney plans to introduce the new trading features in the Disney+ app by the end of 2022, where it will include exclusive items for subscribers, such as a special toy from the first Star Wars live-action, “The Mandalorian”. ”.
From the company, corporate spokesperson, Kristina Schake sent a statement to the media where it indicates that “technology gives us new ways to adapt and personalize the consumer experience so that we can provide entertainment, experiences and products that are more relevant to each of our guests. Disney is more than a brand to our consumers, it’s a lifestyle and we’re exploring how through our many touchpoints. A membership program is just one of the exciting ideas that are being explored as we consider ways to bring the physical and digital worlds together to create the next generation of great Disney storytelling and experiences.”
The company already has a special subscription designed for the most fanatical. Its about Official D23 Fan Club, which costs between $99.99 and $129.99 per year (between €99.56 and €130.72). This rate allows access to exclusive Disney events and products, as well as a discounted three-year subscription to Disney+.
More sales = more information from users
The creation of the Disney membership program shows the company’s interest in offering greater value to customers, by inviting them to spend more in the products and services offered by the company. This will be another source of income for the companywhich also recently announced , Hulu and ESPN+, which will take effect in December.
But in addition to the economic value of this move, membership will mean that Disney accumulates new information about preferences and market trends through perfectly segmented customers.
The project already has the approval and support of the Disney CEO Bob Chapekwho has spoken publicly and privately about the initiative as an opportunity to sell more and improve the customer service offer.
Image:
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus