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

Facebook

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