This adapted route is also part of the brand's multi-channel logic, within which the user can choose his means of communication, whatever his request. Thus within the park, and thanks to the application, the user is, for example, recommended restaurants at lunchtime, or receives an alert when approaching the closing of the park to give him time to enjoy shopping. personalized Opportunities translated into the different formats and strategies of the brand These three main principles are applied in the customer relationship management process , the "personalized" side thus makes it possible to collect data , which will be useful for future recontact or marketing opportunities.
They can be used to provide timely information, justifying knowledge of its customers, in particular when using the park application. To go further, one could thus imagine fax list sending a notification when the user's favorite character approaches, or the possibility of locating him in the park. The brand, thus seeking to engage its customers even more, offers rewarding loyalty programs , even allowing its best customers to benefit from exclusive advantages, depending on their history. All these actions around the loyalty of existing customers, help to conquer new ones: through innovative and engaging digital campaigns, which are relayed on social media by customers already conquered, thus amplifying the notoriety of the brand.
Improve the customer experience by giving users the freedom to choose their communication channel Disneyland's marketing strategy has, like many others, gone through the digital transition , and its promotion logic is now for the most part part of a digital journey . "Channel Agnostiscism", or how to facilitate the journey of each user agnosticismThe brand claims to be a “channel agnostic”, an English term that refers to an omnichannel logic . In this sense, customers have complete freedom to choose between an online approach, or via a more traditional route – agencies, call center. The goal of this approach is to give the user the freedom to interact with the brand on the channel of their choice.