Disney is in the process of revitalizing its retail store environments. The Company is endeavoring to extend the magic of its brand to its 340 U.S. retail locations. In the same way that visitors to Disney World speak of stepping into a fantasy land, so too must the Company’s stores evoke boundless imagination and whimsy. In their current state, Disney stores in malls across the country appear more like gift shops than true extensions of the Disney brand.
As part of its retail reboot, Disney is seeking to transform its fixed locations into all-encompassing brand experiences. Identifying the brand victories that could be realized in building its retail stores into platforms for vibrant consumer engagements, Disney is owning the fact that its current retail strategy is missing the mark. While other companies cite high infrastructure costs as limitations to making retail improvements, Disney understands that if it weren’t to adapt to changing consumer behavior, its fixed retail operations might not be in a position to be saved in the future.
The company plans to revamp all of its 340 U.S. stores, complete with theaters where children can watch clips from their favorite Disney films. Visitors can also speak with characters via satellite, role-play costumes, interactive displays activated by computer chips built into merchandise and touch screens where parents can book a Disney Cruise.
“It’s about making this an experience rather than just picking up a toy,” said Disney rep Shawn Turner. “We want them to leave feeling like they had the full Disney experience. They don’t necessarily need to go to the park to have that experience, they can get it at the local mall.”
“You have to build a brand experience that’s enriching enough in its own right, but also amplifies that experience after they leave the store.” (via BrandWeek)
Instead of looking at its retail stores in a vacuum, Disney realizes that these environments are arms that extend from the body of its brand. Seeing that improvements can be made, the Company is seizing the opportunity to change things for the better. Changes are being made both for the good of the business and the customer. Disney knows that improvements like these shouldn’t be looked at purely through the scope of “What is this going to cost us?”
Disney is asking the question, “What is it going to cost us if we don’t improve our retail stores?” More companies need to be asking themselves that question. More brands need to realize that retail improvement and technology enhancement costs aren’t just line items on a page. They are gateways to more enriching brand experiences.
Dave Haynes is one of the most experienced people in the still-nascent digital signage industry. He has held senior management and business development positions with some of the biggest names in the industry. He’s also well-known and respected as one of the most widely-read industry authorities through his blogs, Sixteen:Nine and Buzz, Not Buzzwords.This is the second time around for Dave as new media pioneer, having been one of the first large daily newspaper editors in North America to put his paper online. Haynes brings a strong technical and operational perspective on the industry, as well as communications skills developed over 20 years working in print journalism. 
