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 Schneider, VP/product strategy and user experience for The Walt Disney Co., told an audience at the Association of National Advertisers (ANA) Mobile Marketing Conference in New York.

For the Disney organization, mobile, Schneider said, is "anything [digital] beyond a desktop or a laptop." And Disney's mission in mobile media is to "deliver services to our customers so they can enjoy their magical vacations."