Disney has prided itself on creating amazing visitor experiences that few can match for nearly 90 years. However, as ticket prices increased and lineups became longer in the mid-2000s, Disney’s consumer experience began to lose its luster.
Disney has created a name for itself by creating “the happiest place on Earth” with its theme parks. Park visitors have appreciated Disney’s innovations over the last six decades, such as the animatronic robots in Tomorrowland and the motion-simulated Star Tours. As a result, Disney has continued to put money into improving the consumer experience.
With millions of visitors each year, Disney has significant challenges in managing its large back-end and customer-facing operations (Disney parks globally had 150 million visits in 2017). This involves overseeing hotel rooms, restaurants, and theme park attractions for Walt Disney World’s almost 20 million annual visitors (WDW). Disney opted for full-cycle Machine Learning development solutions to enhance the current consumer experience, streamline internal operations, and push the frontiers architecture of product development on a massive scale. By implementing this technology, Disney hopes to make its parks among the most efficient on the globe.
Table Of Content
- A method to operational efficiency based on data
- Personalizing client interactions
- Identifying and analyzing consumer trends and insights
- The Disney Store is being digitalized
- Increasing Consumer Insights at Every Level
Digital Magic With Big Data & Machine Learning?
1- A Method To Operational Efficiency Based On Data
Disney’s theme park enterprise is enormous. Disney must arrange 240,000 shifts for 80,000 employees per week, as well as pay over 80,000 cast members. Disney’s accuracy in managing labour resources increased by 20% with the adoption of a rule-based, on-demand app development solution. From labour savings alone, the project paid for itself in less than a year.
Analytical techniques are also used by Disney to simplify back-office processes by big data & Machine learning for revamping broadcast media. Forecasting models, for example, are used to manage the company’s garment inventory and washing. The forecast models ensure that the cast members have enough clothing while reducing inventory and unwanted costumes on the shelf.
2- Personalizing Client Interactions
Imagine going to Disney World without having to queue, carry cash, or pass through a turnstile. Disney’s MyMagic+ is a high-tech, multibillion-dollar program that uses personalization and linked technology to alleviate these annoyances.
Guests may use the MyMagic+ website to reserve ride times, restaurant reservations, and show timings in advance. When they arrive at the park, notifications from the smartphone app remind them that it’s time to participate in the activities they’ve chosen. Guests can make changes to their bookings in real-time via the mobile app powered by Artificial Intelligence & Ml based solutions.
MagicBands may be used as a ticket, a hotel room key, or a FastPass+. Guests personalize their MagicBand by adding their name and choosing their favorite color. They may also link the MagicBand to a credit card and use it at restaurants and retailers across the parks and resorts to make purchases.
3- Identifying And Analyzing Consumer Trends & Insights
The MagicBands are part of a new “vacation management system” that tracks customer behavior, analyses purchase trends, and delivers real-time data to Disney staff.
The wristbands use radio-frequency identification technology i.e RFID which is also popular in the healthcare industry. It’s a wireless tracking technique that sends data from microscopic tags affixed to items, to track client behavior. Disney created a big data platform based on Hadoop, Cassandra, and MongoDB to store, process, analyze, and visualize the massive amount of data generated by the MyMagic+ system.
The outcomes have been quite encouraging. By handling advanced bookings for high-demand rides, the new technology-enabled Disney handled 3,000 additional daily visitors over the 2013 Christmas holiday season. Theme parks accounted for a third of Disney’s $45 billion in overall sales and 20% of its operating profit in the same year.
Disney sees big data as a key to unlocking consumer patterns. For example, they use data mining to examine individual visitors’ prior behavior and preferences, as well as forecasting algorithms to estimate the types of holiday packages they are most likely to enjoy. With this information, the firm can deliver highly targeted hotel offers to clients via its contact center, an initiative that has already paid for itself “ten times over” in its first year of operation.
4- The Disney Store Is Being Digitalized
Disney’s dedication to providing exceptional customer service extends beyond its theme parks; it is continually looking for new methods for customers to engage with various Disney family members.
Disney’s conventional brick-and-mortar retail outlets were given a high-tech facelift as part of this strategy. Guests may now access all Disney Shop and DisneyStore.com products in 3D, personalize specific items and keep up with the newest Disney Store news via video clips, articles, and social network feeds at an interactive touchscreen kiosk in the store. The mobile app in manufacturing also allows you to browse the items.
Over 90% of visitors in North America and Europe think the new shop design has brought them closer to the brand, therefore upgrading the stores has helped raise profit margins by 20%. The stores in the United Kingdom alone have produced $761.6 million in revenue in the four years following the revamp.
5- Increasing Consumer Insights At Every Level
A data-driven approach to meet the know-how of delivering exceptional customer experiences is gaining traction across the board. Richard Ellwood, EMEA head of audience strategy at The Walt Disney Company, for example, uses pertinent data elements to develop a marketing plan and confirm strategic decisions by surveying the brand’s many various data sources to analyze customer behavior.
How Appventurez Can Help In Big Data & Machine Learning App Integration?
Disney was able to build a clear digital strategy for mobile app development, which is underpinned by an analytics culture and continued investment in digital, thanks to such great digital leadership. Disney has demonstrated how digital technology might become indistinguishable from magic by displaying the immense potential of big data to disrupt the entertainment sector.
If you’re seeking a partner to help spread your magic globally with Machine learning & Big data solutions, look for someone who has done it before.
We offer a managed services team that can support infrastructure and apps as new users are added, assist in implementing best practices to organizational structures, and guarantee suitable security measures and disaster recovery plans are in place at Appventurez.
If you’re seeking help overcoming one or more of the obstacles listed above, please get in touch with us
Q.1- How Disney uses information technology?
MagicBands contain long-range gadgets that send signals to beacons across Disney World’s parks, personalizing the passenger experience. In addition, Disney’s parks are equipped with sensors that provide real-time information on what people are doing and when they are doing it.
Q.2- How has technology helped Disney?
Disney is employing machine learning technologies to improve the efficiency of its parks and the experiences of its visitors. Disney’s MyMagic+ program is helping the firm achieve its efficiency objective. The Magicband bracelets and the My Disney Experience app are part of this initiative.
Q.3- How is the technology used in theme parks?
Artificial Intelligence (AI) is a term that refers to a Facial and voice recognition are two types of facial and voice recognition. Deepen, expand, enhance, simplify, gamify, or customize the theme park experience via mobile apps. Advanced animatronics and robot characters
Co-Founder and AVP Technology at Appventurez Mobitech. A tech enthusiast who has broad expertise in delivering end to end software solutions. He is an expert technocrat ho has in-depth knowledge and is highly experienced in delivering solutions for Android, Xamarin, Ethereum Smart Contracts, ASP.net.
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