Disney is taking a page out of Amazon’s handbook and creating “Disney Prime.”
The company revealed that they are in the process of trying to create a membership program similar to Amazon Prime. The program will include exclusive perks, discounts, and other Disney products and services for subscribers.
The primary benefit of the program would be allowing the company to target customers with more of its products. CEO Bob Chapek says the company has the ability to “reach people with our uniquely engaging content across an array of touch points.”
Another benefit of the program will allow the company to collect more information on customers’ tastes and habits. This will improve Disney’s ability to cross-sell across its various businesses.
The membership program is still in the early stages of development and currently does not have a solidified name, launch date, price, or target audience.
However, Chief Communications Officer Kristina Schake confirms that the program will happen eventually.
“Technology is giving us new ways to customize and personalize the consumer experience so that we are delivering entertainment, experiences, and products that are most relevant to each of our guests,” Schake said. “A membership program is just one of the exciting ideas that is being explored.”
The new membership service will join the company’s D23 Fan Club program. D23 currently costs $99.99 a year for one person or $129.99 for two. The program’s benefits include the opportunity to buy exclusive merchandise, a subscription to the quarterly magazine, and discounted tickets to the D23 Expo, which is coined as the “ultimate Disney fan event.”
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