Last time, we took an overview of the massive retail business at Walt Disney World (link). This effort, known as “Merchantainment” is designed to meet the shopping interests of every Guest who visits their parks and resorts in Central Florida.
We also outlined four different styles of shoppers, what they’re like, and how they express themselves in a retail environment. In this article we want to showcase the “Disney Difference” when it comes to handling these types of shoppers. We also solicited your experience in shopping there. So we’ll share that as well. Let’s take a further look.
Analytical: These are people who want information and data. They want to know the “why.” In any retail environment, needs like this include clearly marking the merchandise and grouping that merchandise in a way that makes it easy for them to assess their choices. That would be minimum. Disney clearly goes beyond that in some very easy-to-apply ways.
One important way is that people expect you to know where something is and to have answers. “Why does this Mickey golf polo cost so much.” As a cast member you should be able to discuss the quality of the fabric, the double lining behind the collar, and so forth. Sometimes the question is more practical. A cast member can be asked, “Where can I find Nemo?” You should not only know where to find Nemo merchandise, you should know who Nemo is. If you’re a fan of Disney, you know who Nemo is. So the cast member better know as well. There is nothing worse than pointing to the plush of a fish, only to be told by a small child that the fish isn’t Nemo, it’s Flounder.
Merchantainment cards provide training and development for retail cast members. Photo by J. Jeff Kober
Here’s a second example. What if the purchaser is looking to figure out where they really can find Nemo—literally—in the parks. Do you know where Nemo is found? You should know that he is featured in two attractions, one in Epcot and one in Disney’s Animal Kingdom. Beyond that, do you know where you can find Nemo so you can get a photo next to him? Or how about Ariel? Where do you go to get a picture with Ariel? If you’re working a shop in Fantasyland, you should know when and where. But you may be working a retail location at Disney’s Pop Century resort. How do they know? Should they know? Analyticals think you should know where to get the answer. Fortunately, for all cast members retail and otherwise, they can call a phone number and get information on where Ariel or any other Disney character is making an appearance in any park or resort location on property. That way, they are equipped with the information for Analyticals, or any one else for that matter.
Expressive: Our next style of shoppers are those who are expressive. Those who want to experience the joy of shopping, and who are most critical when it’s anything but!
Returning to our example of purchasing a plush of Nemo or Flounder, how do you bag that purchase? Well, you don’t. Not without first asking the shopper for permission. To an Expressive, a plush of a Disney character may be very real, very personal to them. To put them in a bag may result in suffocating the creature. Of course, not all think that way, but some do. And you have to ask before they purchase.
Expressives love to have a photo with their favorite Disney character. How do you provide for that as a retailer? Usually close to the counter are autograph books. Close to that are Disney pens as well. It’s an impulse buy, but that’s what Expressives do. They love to shop on impulse. As a cast member, you are taught to gently upsell by asking them if they need a pen, as well. And if they do purchase one, you should test the pen out for the guest to make certain it works—so that waiting in line doesn’t become a frustration when you’re trying to write out that autograph.
There’s much that creates the magical shopping experience for Expressives. The detail of the shops. The theming within. The way the product is packaged and displayed. Being inside the Emporium is very different than being in a big box retailer. Why? Because it’s about creating the magic for Expressives.
We spoke once upon a time about Magical Moments in another MousePlanet article (link). Magical Moments are opportunities to create magic on a continual basis for a guest. Expressives love the magic, so anything that makes them feel special is right up their alley.
At Mitsukoshi Department Store in Japan, Epcot, Guests find the experience of opening up a pearl shell almost as exciting as the pearl itself. Photo by J. Jeff Kober
Here’s an example of a Epcot Stroller License. It’s a Class F license-suited for having Fun. It’s a little gesture, but it’s a fun way to connect in a playful way with Expressives. Don’t waste it on a stroller mom. They don’t want a magical moment at the strollers. They want to get their stroller and be first in line at Soarin’. That brings us to Drivers.
Stroller License for those renting strollers at Epcot.
Driver: These are those who want to get in and out. They don’t want to wait in line.
Good Fortune Gifts is a new permanent kiosk-style store along World Showcase. Much of the retail effort has been to push the product out into the promenade for those moving too quickly to stop and browse through the shops. Photo by J. Jeff Kober
Shopping is more of something you check off of your list, rather than experience, per se. That’s why so much of how retail is set up at the Disney parks is designed for drivers. After all, there’s a reason why the shop is placed at the end of the attraction. Not only are shoppers in the best mood for purchasing (Expressives) but it’s right at the exit, which is perfect for the Driver.
The hotel gift shop at the exit to the Hollywood Tower Hotel…a.k.a.…Tower of Terror. Photo by J. Jeff Kober
The same thing occurs in the park as you enter and exit. Sundry items like sunblock as well as film and battery supplies have always been at the front and on the right-hand side, because most people are right-handed at Walt Disney World and will sub-consciously look toward the right for their purchases. Having them conveniently located there meets the needs of drivers.
Exposition Hall sits on the right side of Town Square, as do all Kodak sponsored stores in the parks. Photo by J. Jeff Kober
The same can be said for exiting the park. More purchases are made in the last few hours at the Emporium than the rest of the day combined. That’s why the primary gift shop—whether it’s the Emporium, MouseGears, Mickey’s of Hollywood, or Island Mercantile—are all on the right-hand side of the park as you head toward the exits. They know that Drivers are going to want something convenient right before they exit.
Mickey’s of Hollywood stands to the right as Guests exit the Disney Hollywood Studios. Photo by J. Jeff Kober
Amiable: Last but not least are those who focus their shopping efforts toward others, and because of others. They’re about relationships. They’re the first who are going to say, “wouldn’t Aunt Jane love that back home,” or, “This would be a perfect birthday gift for Natalia.” They are thinking about the right gifts for those who they love. So you want to market to this. At Downtown Disney, they take it further by personalizing many of those gifts. Because to an Amiable, they want the recipient to know that they really thought about him or her in selecting the right gift.
Many of the tools all cast members use are available for use with Amiables. For instance, cast members wear a name tag. That helps in striking conversation. Attached to that name tag is the hometown. Again, it’s used to create conversations. Anyone in retail, knows that one way to build relationships is by calling the individual by the name shown on the credit card. But that can carry further. Here’s what MousePlanet reader Nancy said:
“What makes me most happy in shopping at Disney is when they notice me using my Disney Visa card and offer me the discount instead of my having to remember to ask for it! That gets lots of bonus points from me! (and the only place a cast member did it on my last visit was at the Disney mega-store at Downtown Disney).”
That kind of gesture, to identify opportunities for the shopper to save, really sends a message that you care for others and their needs. It means the most to Amiables that people are more important than making money.
This year marks the 10th anniversary of Disney pin collecting. Talk about great retail stories! Of course, they’re very popular with Expressives, but the thing that really sets them apart from other collectibles is the idea of pin trading. It offers Cast Members the perfect opportunity to strike up a conversation and build friendships as they trade with those around them. It’s a definite tool with Amiables.
Celebrating the 10th anniversary of pin trading with kiosks throughout the entire resort. Photo by J. Jeff Kober
Putting It Together
The concept here is to provide a retailing experience that matches, not to just one type of shopper but to all. With those resources in place, the trick is to then identify the right style and meet the needs of that shopper every time. MousePlanet reader Dan noted:
“I think Disney does an admirable job of balancing the needs of all four personality types in its retail operations, even when the details of doing so often fight one another. For example, pit an Analytic against an Expressive, and you’ve got quite a challenge. One wants to know if this Mickey T-shirt comes in Extra-Large and Orange. Period, end-of-story. And the other wants to share with a cast member a story about how a Mickey T-Shirt has become her favorite golf shirt ever because she once shot a 90 while wearing one, and it was expressly BECAUSE of the shirt that her tee shot on the third hole bounced off a tree at exactly the right angle to land in the middle of the fairway.”
Speaking of Mickey T-shirts, we should return to the question we asked in our last article: What is the most commonly purchased SKU or single-merchandise item at Walt Disney World? Is it Mickey Tees? No. Too many different SKUs among all those shirts. So what is it? While the most frequent response was Mickey Ears (which also now comes in a variety of SKU’s), a handful of you correctly answered rain ponchos. To quote one reader, Richard:
IT HAS to be ponchos!!! LOL….really it just has to be. I’m from Southern California and went to WDW a few months ago. And one rainy day…that was the only thing that was selling that day! And I’m sure it rains more than that one day there. And I’m sure people buy it on regular days for the wet rides, as well.
Curiously, while ponchos to the Analyticals are a very practical matter to have in the parks this time of year—where a thunderstorm will pour down rain, it’s also really an impulse buy for Expressives. People getting wet “have to have one” when the rains come on. And where are they located?” Next to the register in every retail shop for Drivers who want to pick one up and move on to the next ride as fast as possible. Don’t remember seeing them next to the register? That’s because they don’t usually show up until the rain hits. And then they’re out for everyone to buy. And of course, all of this activity gives you opportunity to build relationships among Amiables.
Perhaps that’s why ponchos are so popular? They fit everyone’s need.
Of course thinking of four different styles of shoppers isn’t perfect? But you can address 99.9 percent of most needs by focusing proactively and reactively on those four styles. Remember:
Analyticals: Do you have the information they need?
Expressives: Have you made their retail experience special?
Drivers: Are you focused on getting them in and out of the store?
Amiables: Are you creating relationships that bring them back?
Do you have your own experience being treated uniquely as a shopper? Please share. And look for examples like this whether you’re visiting the Disney parks, or simply your mall back home. It’s part of creating the magic for your customers.
See you at the parks!
