Is Disney Considering a Paid Membership Program?
According to the Wall Street Journal, the Walt Disney Company is exploring a membership option that would offer discounts and other perks to paying customers.
Similar to Amazon Prime, the program could offer things like free shipping, store discounts, bonus streaming content or theme park perks for a monthly or annual fee.
It’s important to note that Disney has not commented on this possibility. Internal sources are quoted by the Wall Street Journal as nicknaming the rumored service “Disney Prime”, though that wouldn’t be the true product name.
Let’s think about how this could work, hypothetically…
If you purchase a (rumored) “Disney Prime” membership, what would you expect your benefits to be? Free shipping from shopDisney? Discounted Individual Lightning Lanes in the parks? Free premium movie releases on Disney+ perhaps, or discounted resort rooms? Members only park days?
The more we think about this option, the more it appeals. In theory, discounts could function similar to those of an Annual Passholder or a Disney Visa cardmember, with no commitment other than a simple buy-in fee. That’s appealing to those who can’t commit to enough park visits for an Annual Pass and/or don’t want another credit card in their wallet, but still want some loyalty perks.
Members could receive a membership magnet, keychain, MagicBand, etc. Different membership levels could offer varying benefits depending on cost similar to Annual Pass tiers. The possibilities are really endless – as is the benefit to Disney.
Purchased memberships would also give Disney an even greater Guest data reach. Paying members would inadvertently provide information about themselves based on what perks they take advantage of and what amounts they are willing to pay for those perks. More data presents more opportunities to enhance the Guest Experience. And if anyone wrote the book on fine tuning the Guest Experience, it’s the Walt Disney Company.
So what do you think about this potential “Disney Prime” membership option? Is it necessary? Would you pay for it? What benefits would you be looking for? Let us know!
Feature Image Photo: Disney
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