The document provides an overview of CRM practices at The Walt Disney Company EMEA. It discusses how Disney acquires customer data in its non-direct business segments and presents a case study on a promotion run by Disney Store to acquire customer data and drive store visits. It also summarizes Disney Movie Rewards, a loyalty program where customers earn points by purchasing Disney DVDs/Blu-rays that can be redeemed for rewards. The program saw strong early adoption with over 219k members in its first year.

1. Loyalty World 2010
CRM at Disney EMEA

2. Agenda
• CRM in Disney
• Data acquisition in a non-direct business
• Disney acquisition case studies

3. The 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

4. One billion hours of Disney entertainment
every year in the UK
566 million hours watching 24 million hours having fun at
the Disney Channel and Disney Disney theme parks
Programmes on TV
360 million hours watching 4 million hours spent in Disney
Disney videos & DVDs Stores
41 million hours watching 3 million hours watching
Disney movies in theatre Disney live shows
28 million hours reading 3 million hours logged
Disney books and on to Disney.co.uk
magazines
28 million hours playing
Disney's video games
Source : Disney Internal Audit

5. CRM 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
• Generate incremental sales

6. Aiming 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

7. The importance of CRM in our Media mix
Pro-active
TV Magazine Twitter CRM Email
Advertising Advertising
Online Ads
Press activity
Facebook
Untargeted Disney Targeted
Website
Persistence
You Tube
High
Medium
Low Search
Reactive

8. Disney CRM Challenges
• Mass marketing culture
• Limited direct sales
• Highly differentiated business segments, products & services
• Previously Disney businesses acted independently
• Acute attention to the sensitivities of the kids market

9. Data collection challenging due limited
direct sales to customers
Licensees
Music
Cinemas
Publishing
Theatres
Merchandise
Distributors
Retailers
Theatrical
Home Entertainment Online Retailers
Live Entertainment Travel Agents
Parks & Resorts
Terrestrial FTA
TV Operators
Telcos &
Disney Channel Pay platforms
Mobile Operators
DATG
ISPs
Disney store
Disney Websites
DDI & DLRP – direct & WDTC

10. Getting 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
• Get permission statements and privacy policies right!

11. Putting the jigsaw together
Survey Responses Coupon redemption
Registration details Email behaviour
Web behaviour Purchases
Data Enhancement Product Registration

12. Case Studies
• Customer Acquisition - Wall.e Campaign
• Loyalty Programme: Disney Movie Rewards

13. UK Data Acquisition Case Study:
Disney Store WALL.E Promotion

14. UK 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
• 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

15. UK Data Acquisition Case Study:
Disney Store WALL.E Promotion
– 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
– 70k adult registrations in six weeks
1

16. Disney Movie Rewards Overview
How the programme works
Purchase Registration Collecting Points Rewards
Member redeems points
for a desired reward.
Customers purchase Customer registers, Member continues to
Disney products i.e. creates account, buy DVD/BDs or
DVD/Blu-rays with enters unique code participates in other
unique code in pack. and gets points. activities to get more
points.
Newsletters/
Emails

17. Promotion of the programme
Online
Print TV
DMR Promotion
Packaging POP
Recall on-pack
Catalogue

18. 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

19. Thank You