How Disney's theme parks are playing catch-up with mobile consumers

Walt Disney’s Jay Schneider explains to the ANA Mobile Marketing Conference how the company is developing its mobile media presence to enhance consumers' holiday experiences of its theme parks.

How Disney's theme parks are playing catch-up with mobile consumers

Geoffrey Precourt

For in-store marketing and customer service, mobile is delivering consumer engagement in ways unimagined even a few years ago. From automatic couponing to aisle-by-aisle alerts from the world's largest retailers, the ability to speak directly to consumers enhances loyalty as it encourages repeat visits.

The reality, however, does not always live up to the potential. "We discovered over the last few years that we were not doing as good a job we needed to in order to bring [mobile] products and services in front of our consumers," Jay...

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