Disney introduced the much-awaited MagicBands for theme park visitors last summer. These RFID enabled bands can be worn on the wrists and function as tickets, as FastPasses that can cut long lines and even as room keys in a hotel. However, that is not all these bands can do.
The MagicBands can also store personal information as well as preference. For instance, Mickey Mouse can approach a kid who thinks him to be his favorite cartoon character and greet the kid by name. The kid’s birthday would be known as well which an onsite gift shop attendee would use to gift the kid his favorite Mickey Mouse doll. Parents can pay for these using the bands, which would store credit card information as well.
These MagicBands take the concept of personalization to a completely new level, making the entire Disney World experience a seamless, hassle free and enjoyable experience for the whole family.
These bands are truly representing the future of the digital world that would see the convergence of big data, mobile and personalization to offer superior experiences for users. Smartphones other mobile wearable gadgets provide geodata on a real time basis. When combined with the customer information possessed by companies, one can expect very powerful solutions for end users. This would in turn increase engagement and propel sales to completely new levels.
For instance, a home improvement retailer and a client of Huge by the name Lowe has started using mobile elements in its customer as well as salesperson in-store experiences. Consumers can use the store specific product locator, which would help them track inventory on a real time basis right down to the specific bay or aisle. Employees on their part get access to customers’ past purchase information as well as updated product information and reviews. The app’s “Line Busting” feature would help associates scan items selected by the customer, capture the identifying information and send the same to a cashier who would finish the transaction.
Another brand called Virgin Atlantic has started using Google Glass for attendants in the First Class lounge at Heathrow Airport. This would help attendants gain first hand information about passenger itineraries as well as their travel, food preferences among others for a seamless travel experience.
Summary
Disney’s MagicBands have increased the level of customer personalization altogether. With more and more individuals opting for this level of integration in the future, brands would definitely start developing the necessary technology that would integrate big data, mobile and personalization to provide this experience. Although a bit expensive to adopt, this trend would definitely lead to a bigger, better payoff in the future.
