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January 26, 2013

Disney’s MagicBand personalizes the magical experience

by chelsea

Disney World creates an experience that is usually described as magical. But I’m sure some parents would also say “expensive” or “a lot of work.” So the creative executives at Disney have come up with MyMagic+, a system that condenses credit cards, room keys, parking tickets and other functions onto a single MagicBand.  Now buying merchandise or paying your room service bill means showing/scanning an individual’s radio frequency-enabled (RFID) bracelet.

This isn’t Tomorrowland….this is now. Disney plan on implementing the system soon.

Disney sees the value in researching this “magical” band (which cost around $1 billion!) because it will make the experience better for the customer. That’s the only reason…right? of course not. Disney will gain valuable information on what the customer buys, rides, likes, and hates to help personalize the marketing message and promotions. Disney knows how to capitalize on the magical experience. But I still believe that Disney thinks of the customer first. The MagicBand will increase the ease for the parents and children will enjoy a more personalized Disney.

It will be interesting to follow the reaction from visitors and if the investment will change the Disney experience.



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