Not everyone can get to one of the Disney theme parks to watch their daily Main Street parades. But most consumers can find a local mall with a Disney store, and if a new pilot program proves successful, they soon might be able to watch a live feed of the parade and enjoy at least a portion of the experience. The in-store innovation places huge video screens—called “windows”—that live stream the events on Main Street, including the popular parades, allowing shoppers to get a feel for the park while they purchase new toys and clothing items.

The effort comes in response to the trends affecting nearly all mall inhabitants. Malls simply are not drawing as many customers, so the stores within them need to come up with clever approaches to bring shoppers to their doors. For Disney, which already knows a lot about the importance of an enjoyable experience, linking its stores to a new form of entertainment seems like a viable option.

To match the focus on experiences, the pilot stores also plan to stock cotton candy and Mickey Mouse ears, just like visitors can purchase at the theme parks. Observers suggest it could go even further, such as by developing interactive screens to allow Disney fans in stores to chat with fans in the parks. The stores also promise new events and experiences, such as the option for consumers to host their own birthday party on site, attended by Disney characters.

Thus far the experiment has been limited to just a few stores. But the early evidence indicates that dozens of people actually plan their visits to the stores to coincide with the high point of the daily parade. If a live feed helps people feel as if they are getting the Disney experience, it bodes well for getting them in the store.

Discussion Questions:

1. What stage in the buying process might be affected by these new windows?
2. Will these new windows have a positive effect on sales? Why or why not?

Source: Matthew Stern, Retail Wire, September 28, 2017