Loyalty World 2010CRM at Disney EMEALoyalty World 2010
CRM at Disney EMEA
AgendaAgenda
• CRM in Disney
• Data acquisition in a non-direct business
• Disney acquisition case studies• Disney acquisition case studies
The Walt Disney Company EMEA - A Quick OverviewThe Walt Disney Company EMEA - A Quick Overview
• Disney is a Dow 30 company, with annual revenues of over $36 billion in its most recent fiscal year, and a market capitalization of more than $62 billion as of May 2010
• The Walt Disney Company (TWDC) Europe, Middle East & Africa employs more than 5,500 employees in 24 counties
• Presence in the region for more than 75 years
• Disneyland Paris is Europe’s #1 tourist destination and employs 14,500 people
One billion hours of Disney entertainment
every year in the UK
One billion hours of Disney entertainment
every year in the UK
566 million hours watching566 million hours watchingthe Disney Channel and Disneythe Disney Channel and DisneyProgrammes on TVProgrammes on TV
360 million hours watching360 million hours watchingDisney videos & DVDsDisney videos & DVDs
41 million hours watching41 million hours watching
24 million hours having fun at 24 million hours having fun at Disney theme parksDisney theme parks
4 million hours spent in Disney 4 million hours spent in Disney StoresStores
3 million hours watching3 million hours watching41 million hours watching41 million hours watching
Disney movies in theatreDisney movies in theatre
28 million hours reading28 million hours readingDisney books and Disney books and magazinesmagazines
28 million hours playing28 million hours playingDisney's video gamesDisney's video games
3 million hours watching3 million hours watchingDisney live showsDisney live shows
3 million hours logged3 million hours loggedon to Disney.co.ukon to Disney.co.uk
Source : Disney Internal Audit
CRM in DisneyCRM in Disney
• Establish a direct, cost effective communication channel with our customers
• Understand our guests better to facilitate more relevant communications
• Maximize awareness of our product ranges • Maximize awareness of our product ranges
• Generate incremental sales
Aiming HighAiming High
• 7% of G5 households account for 65% of Disney G5 spend
• CRM enable us establish a cost effective channel to frequently reach your very best customers and establish a long term dialogue
TV
Advertising
Pro-active
TargetedUntargeted
TwitterMagazine
Advertising
CRM Email
Online Ads
Disney
Press activity
The importance of CRM in our Media mix
Search
You Tube
Reactive
TargetedUntargetedDisney
Website
High
Medium
Low
Persistence
Disney CRM ChallengesDisney CRM Challenges
• Mass marketing culture
• Limited direct sales
• Highly differentiated business segments, products & services
• Previously Disney businesses acted independently• Previously Disney businesses acted independently
• Acute attention to the sensitivities of the kids market
Dis
trib
uto
rs
Data collection challenging due limiteddirect sales to customers
Data collection challenging due limiteddirect sales to customers
Home Entertainment
Theatrical
MerchandiseTheatres
Online Retailers
Cinemas
Lic
en
se
es
Publishing
Travel Agents
Retailers
Music
Live Entertainment
DATG
Disney Channel
Te
lco
s&
T
V O
pe
rato
rs Terrestrial FTA
Mobile Operators
Pay platforms
ISPs
Disney Websites
Disney store
DDI & DLRP – direct & WDTC
Parks & Resorts
Getting our customers on the databaseGetting our customers on the database
• Put the right incentives in place for our best customers
• Use customer touch-points to promote the programme
• Get the right balance between customer data collection and ease of registration
• Ensure transactions are track-able to ensure ROI can be evaluated• Ensure transactions are track-able to ensure ROI can be evaluated
• Get permission statements and privacy policies right!
Registration details Email behaviour
Putting the jigsaw together
Coupon redemptionSurvey Responses
Web behaviour Purchases
Product RegistrationData Enhancement
Case StudiesCase Studies
• Customer Acquisition - Wall.e Campaign
• Loyalty Programme: Disney Movie Rewards
UK Data Acquisition Case Study: Disney Store WALL.E PromotionUK Data Acquisition Case Study: Disney Store WALL.E Promotion
• Instant win mechanic – Customer collects scratch card in store, registers code online to claim guaranteed prize
• Minimum “Prize” of £2 coupon for all
entrants, redeemable only in Disney
Store
UK Data Acquisition Case Study: Disney Store WALL.E PromotionUK Data Acquisition Case Study: Disney Store WALL.E Promotion
• All prizes delivered by email to
ensure correct email details are
collected
• Prize coupons unique to each customer to enable identification of all redeemers
• All coupon prints & redemptions trackable by customer
– Cost Neutral: Cost of whole programme less than the profit from incremental TDS sales driven by redemption of coupons
– 8% Scratch cards registered
– Campaign drove a 275% increase in registrations plus generated incremental
store visits
UK Data Acquisition Case Study: Disney Store WALL.E PromotionUK Data Acquisition Case Study: Disney Store WALL.E Promotion
1
– 70k adult registrations in six weeks
How the programme works
Purchase
Customers purchase
Disney products i.e.
DVD/Blu-rays with
Registration
Customer registers,
creates account,
enters unique code
Collecting Points
Member continues to
buy DVD/BDs or
participates in other
Rewards
Member redeems points
for a desired reward.
Disney Movie Rewards OverviewDisney Movie Rewards Overview
DVD/Blu-rays with
unique code in pack.
enters unique code
and gets points.
participates in other
activities to get more
points.
Newsletters/
Emails
Promotion of the programmePromotion of the programme
Print TV
Online
Packaging
Catalogue
DMR Promotion
POP
Recall on-pack
Disney Movie Rewards EMEA is only in it’s first year but has already achieved significant milestones
Disney Movie Rewards EMEA is only in it’s first year but has already achieved significant milestones
• 219k members in first year
• A new code entered every minute
• 40% average open rates on programme emails
• Up to 10% code entry
• Great customer feedback through research
Thank YouThank You