Disney is programming e-commerce into Disney+
The Future. While every entertainment conglomerate has a dedicated merch arm, Disney is the first major one to bring the ability to purchase exclusive products directly on its streaming app — turning fans into consumers without ever having to put down the remote. With a recent Publishers Clearing House survey finding audiences want streamers to include as many services as possible, Disney may be ensuring that no one is tempted to cancel from month to month.
Watch & Shop
Disney is looking to turn Disney+ into a portal for its lucrative merch sales.
- WSJ reports that the Mouse House is testing a feature allowing users to purchase exclusive toys and apparel directly on the streaming platform.
- Users can access the store by scanning a QR code on the Disney+ menu screen of select titles (or by visiting ShopDisney.com and plugging in their credentials).
- Up for grabs: replicas of Marvel superhero Dr. Strange’s cloak, a Black Panther mask, or a Darksaber toy weapon from The Mandalorian.
By introducing e-commerce right on the streamer, Disney is combining its two key fiefdoms: “media, entertainment, and distribution” and “parks, experiences, and products.”
For all revenue
By combining those two businesses, Disney is getting closer to creating what CEO Bob Chapek calls a “lifestyle brand app.” Here’s what that could look like:
- A bridge between digital content and physical experiences called “next-generation storytelling” will better curate recommendations across the Disney ecosystem.
- A Prime-like membership program that will bundle everything from movie tickets to theme park admissions to product discounts.
- A gateway to mixed reality experiences, which Disney just started testing with the debut of the short film “Remembering,” starring Brie Larson.
By making Disney+ the portal to all things Disney, the company gets a clean way to collect every piece of data on how you interact with the brand… with the hope of knowing your preferences better than you do.