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Using smart wrist bands to improve and personalize customer experiences in Disney World resorts

Key facts

  • In 2014, Disney¹ launched multi-coloured RFID wristbands – Magic Bands – for guests visiting the Disney World resort that link to the company’s guest management system, MyMagic+.
  • MagicBands allow guests to manage their entire customer experience using the band; it enables them to make payments, manage reservations, access hotel rooms and enables staff to deliver a highly personalized experience.
  • The app allows guests to link their hotel reservations, credit cards, park tickets and personal details to their wristband.

Uniqueness

  • The personalized MagicBands work in tandem with Disney’s analytics servers to create personalized itineraries based on preferences.
  • The bands provide a seamless experience while at the park by removing the need for multiple tickets, reservations or payments.
  • Links to park infrastructure enable staff to know who you are and what you need (e.g. pre-ordered food at park restaurants).

Value

  • Increased footfalls from unique personalized digital experience throughout the period of stay.
  • 20% increase in Q4 2014 profits, driven at least partly by higher customer spending.
  • As of Feb. 2015, over 10 million visitors had used the bands with approval ratings in excess of 90%.
  • Access to direct user data allows Disney to make efficiency and process improvements, as well as develop customized experiences.

Approach

  • Initiative conceptualized in 2008-2009 as part of the Next Generation Experience project.
  • Disney brought on partners early in 2009 to support the development of the technology and set up an ideation lab to design and prototype the MyMagic+ and MagicBand concepts over the following five years.
  • $1 billion invested in the project to develop the necessary infrastructure and train employees.

Disney’s Magic Bands is one of more than 100 case studies identified as part of the World Economic Forum’s Digital Transformation of Industries initiative.  An overview of the DTI program can be found here.

1. Sources: Fast Company, Skift.com, Wired.com, WEF/Accenture Analysis

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