Retail at Walt Disney World is a fairly remarkable thing. Some think if you’ve seen one gift shop you’ve seen them all at Disney. But if you really take the time, you’ll learn there’s much more to this operation at the parks. Here are some interesting insights:
There are more than 300 stores and outlets across property, and not one of them is really like the other.
Mr. Potato Head Display. Photo by J. Jeff Kober
When you think about the variety of merchandise, it really is varied. From movie memorabilia at Sid Cahuenga’s…
Sid Cahuenga’s Antiques and Curios. Photo by J. Jeff Kober
To Bayer aspirin at the exit to Magic Kingdom.
These containers of medication dosages are often kept behind counters. Photo by J. Jeff Kober
From a collectible statue of Pixar characters at Disney Outfitters in Animal Kingdom…
Pixar collectible at Disney’s Animal Kingdom. Photo by J. Jeff Kober
To cast member-exclusive merchandise backstage at The Disney University.
Cast Member merchandise on display at the Disney University and other backstage locations. Photo by J. Jeff Kober
And the quantity and quality can even vary within similarly themed or purposed stores. For instance, you can find Mickey-shaped Christmas ornaments at both Ye Olde Christmas Shoppe in Liberty Square at the Magic Kingdom and at Die Weihnachts Ecke at Germany in Epcot.
Mickey ornaments on display. Photo by J. Jeff Kober
But only at the latter are you more likely to find an abundance of these unique gems, Pickle ornaments!
The “Pickle” tree at Germany, Epcot. Photo by J. Jeff Kober
The size of these stores range from a small independent kiosk, to the 50,000-foot World of Disney Store, which is said to hold the largest selection of Disney character merchandise in the world.
A large variety of Princess merchandise on display at World of Disney. Photo by J. Jeff Kober
The Emporium on Main Street does more business in a day than a typical big box department store like Macy’s or JC Penney’s.
The Emporium on Main Street, U.S.A. Photo by J. Jeff Kober
Walt Disney World Distribution Warehouse Services not only provides merchandise for everything on property, but for the Disney Cruise Line, Castaway Cay and for Vero Beach and Hilton Head Disney Vacation Club properties. Unlike the old-fashioned days of warehousing, Distribution is fairly technical and advanced in its operation. Still, it’s enough to make Donald go crazy.
Disney refers to their retailing efforts as “Merchantainment”. They recognize that buying a shirt or souvenir must be different than going to any retail operation off the street. They want to focus on the experience to make it the best possible.
If you really study it, it is amazing the varied amount of merchandise for every interest and taste on property. That said, having the product that meets a variety of tastes, doesn’t mean you have the service to meet every need.
In an earlier article, I talked about providing VIP service. VIP to most people means Very Important Person. But at Disney, it can also mean Very Individual Person. At any given Disney store, hundreds if not thousands can come in and out of your operation. How do you individualize service to so many people?
There are a number of psychological instruments and personal inventories on the market to understand what makes people tick. But for those working the front line, having to deal with so many people at any given time, it can be frustrating to quickly assess and address so many different types of people. There was work done by Roger Reid and David Merrill in 1981 that, in essence, shows that people come in four different styles. Again, we recognize the diversity of everyone, but when it comes to needing your products and services, you might find these four styles helpful. Let’s identify each:
Analytical. These individuals want data. They seek information. They want to see the logic and understand what is going on. “Because” is not very good, because they are seeking the “why” being a given policy or procedures. They may be reserved in making purchasing decisions, but that’s because they want to make sure they make the right decision. In a retail environment, for instance, they may look carefully at pricing, labels, or selection to make the “right” decision. As a store, you want to knowledgeable, informative, and helpful in guiding analytical individuals with making the shopping selection.
Driving. At Disney we playfully refer to these individuals as “Stroller Moms.” Of course they show up as dads, as well as any other type of person. They have an itinerary. They sit up the night before going into the parks plotting out every detail to maximize the experience, to not wait in line, and to get the most for their money. In a retail operation, efficiency is everything. They often want to get in and out. They have no patience for waiting in a check-out line, or not knowing what aisle a particular product may be found.
Expressive. These people are the cheerleaders of life. They are full of energy, and are animated and even impulsive. To that end, they may become your impulsive shopper. “Oh I love that! I’ve just got to buy one of those!” is often the expression they make when they find that amazing souvenir. The joy of shopping is what brings them into your store. It’s about the experience. Conversely, when things go south, these same people may be your greatest and most outspoken critic. After all, they are expressive.
Amiable. More than anything else, these people are about relationships. They often aren’t purchasing for themselves, they’re looking for something that will brighten the life of another. They remember birthdays, anniversaries, and special events. They often come back to a store because they know the person who owns that store. After all, it’s about the relationship. And when you build that relationship, you will find that they are your most loyal customers.
If as a retail operation (or any other business for that matter!) you focus on serving those four types of customers, you will be surprised how successful you can be. Conversely, if you don’t learn to recognize the verbal and non-verbal clues these four types of individuals give, you will soon find yourself with frustrated customers. For instance, you might think you’re giving great service by getting to know a shopper, asking where they are from, and how their stay at the park is going. But if they are a “Driver” and want to get out of there, you may not create what they see is a great shopping experience.
Ask yourself, which of these four styles best describe you? For instance, I can wear any of those hats, but, at the end of the day, I prefer to being an Expressive. Which is it for you? Identify which one best describes you. When I invite groups of people to do this in my customer service and leadership programs, it’s interesting to see people stand next to one of these four statements. Invariably the people on average divide themselves up quite evenly among all four types. That’s the opportunity I have to remind them that while there are others like you, 75 percent of people on average are not. That’s important, because we tend to serve the people the way they want to be served. We call this the Golden Rule. Do unto others as you would have others do unto you. But the Platinum Rule says serve people the way they like to be served. When you do so, you begin to treat them like VIPs-Very Individual People!
In the next article, I’ll share what Disney does with each of these four different styles to better serve them. If you have an example, please send me an e-mail share it with me. I’d love to share it with others. How does Disney, particularly in retail, handle:
Analyticals: People who want and need to know something.
Drivers: People who want to get through as quickly as possible.
Expressives: People who want to feel excited or special.
Amiables: People who want to experience a friend.
Also, answer this question correctly for a chance at a copy of my newest book: What is the most commonly purchased SKU or single-merchandise item at Walt Disney World? Hint: Disney sells a gazillion trading pins, but they represent hundreds of SKUs. Which item is the most commonly purchased SKU or single merchandise item? Those with the correct answer will be placed into a raffle for a copy of my new book, Lead With Your Customer, with forward by Lee Cockrell, former executive vice president of Walt Disney World.
Send me an e-mail and let me know. Until then, see you at the parks!
