Disney’s Newest Strategy

It’s no secret that Disney has struggled this year—even with the opening of Star Wars: Galaxy’s Edge, attendance has fallen. In attempt to boost visitation to their new Star Wars attraction, the park has turned to implementing personalized guest experiences. Disney guests can now use their Disney Parks app to alter how they are approached by the stormtroopers while meandering the park—giving them even more control over their experience. Disney executive Jill Estorino said, “This personalization is in many ways the future of our brand experience, whether it’s in our parks or even in our Disney Plus streaming service.” In a world where consumers have more entertainment choices than ever before, it is safe to say that customized experiences like these are going to be necessary in order to stay relevant. (AdAge, 10.03.19)

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