Marketing Planet

Apple makes Disney dream bigger

While the world still is concerned with reductions of costs, Disney just launched a huge plan to redynamise its retail outlet with the support of Steve Jobs and Apple. The plan is to transform the shops in complete experience parcs where children will want to go as often as possible and become part of the Disney world all around them.

Steve Jobs’s fingerprint

Apple and Steve Jobs will provide their experience of the success of the Apple stores - average store sales is about $4,700 a square foot in 2008 [1] - and the technology that has made Apple Ipod’s so popular. Steve Jobs’ message: "Dream bigger" makes the idea behind this project clear and shows his fingerprint behind the plans.

The experience ecomony

The idea of experience in a shop and in marketing approaches has already started in different branches some years ago - Starbuck’s is one the of the exemples - and seems to have appealed Disney. As Jim Fielding, president of Disney Stores Worldwide, puts it in the NY Times article: “The world does not need another place to sell Disney merchandise — this only works if it’s an experience†. Disney is planning to spend $1 million per store over the next five years as to succeed in their idea.

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Footnotes:

[1by far the highest for any retail chain, according to Charlie Wolf, an analyst at Needham & Company