Disney Movie Insiders Partners With Oracle
Anyone who loved the Disney Movie Rewards program and was less than enamored with it’s “upgrade” to Disney Movie Insiders should take heart!
The Walt Disney Company, through Walt Disney Studios, is working with Oracle to help build its loyalty member program.
Derek du Preez posted on Diginomica:
Ruth Walker, VP of CRM at Walt Disney Studios, was speaking at Oracle Live recently, where she explained that in 2020 the loyalty program needed to be deeper and broader, requiring a new approach to technology and data. She said:
Disney Movies Insider is a very popular program and is very beloved by the members that are engaged. However, we really needed to upgrade the technology of the program and we also really felt like it was a great opportunity to be able to not only work on loyalty but also use it as a way to reach our best customers. Have a direct conversation with them… This was really a great opportunity to reach across because our fans want to have a direct relationship with the brand that they love. Under Disney, we have Marvel, Star Wars, Pixar, our Walt Disney animation films – these are movies that people think of, they love and are part of their memories. So we wanted to build a mechanism so that we could establish that direct relationship.
Mr. du Preez also posted that Disney is now using Oracle CrowdTwist. And, in the short term, the company is working to upgrade its offerings and capabilities. However, much more is planned.
“That’s really the beginning. We are really excited to learn deeper with our customers,” said Walker via stream. “Typically, at the studio, we have looked at this more as franchise affinity – so, Marvel, Star Wars and Pixar.
“But I’m excited about going even deeper and learning about members in terms of their need states and why they buy movie tickets and when they buy movie tickets. Because that’s really going to allow us to be more personalized in our communications with them.
“And also in terms of offers that we feel at an individual level a member is going to like.”
From my standpoint — as a longtime member of the program — the proof will be in the pudding. But, based on customer service and prize offerings, I now return to wholeheartedly recommend giving it a try.