Walt Disney Company recently announced on November 1st that they will be offering Disney+ subscribers exclusive access to themed merchandise. Based on the marketing funnel, this strategy is a great way for them to retain their current subscribers and create loyalty to their brand while also baiting customers who are consideration stage.
(Image https://www.shopdisney.com/disneyplus/)
What's the big deal?
Currently, Disney+ has 150 million subscribers worldwide who use the platform. But in order to retain these users while also looking for more opportunities to grow, they Disney+ introduced this new shopping experience where subscribers are now open to purchase exclusive deals and loads of products that they can purchase directly on the streaming site that are linked to the favorite shows from “Black Panther” to “Frozen.” Some items featured on the site includes themed clothing ($27 to $100) to valuable collectables that can cost you hundereds (but soo worth it no?).
How this could be good news for their marketing department.
According to the New York Times, a user who views certain shows on the Disney+ app for such as -- “Doctor Strange" or “Moana” -- will be alerted about special access to merchandise app or email. Apparently this is quite exclusive and only those who are eligible will receive this notification. This tactic by Disney creates this sense of urgency and exclusiveness for the user to take action. This action will allow email open rate (OR) and conversion rate (CR) to increase which is a good indicator of a good performing marketing campaign.
How do I personally feel about this feature?
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