Daily Dashboard

Theme Park To Introduce Interactive Bracelets

RFID—U.S.

January 8, 2013

The New York Times reports on plans by Disney to introduce a vacation management system at its theme parks with the intention of making the user experience more personalized and efficient. Included in the new system are bracelets built with radio frequency identification chips to track visitor behavior in detail. The collected data will be used to refine consumer deals and customize marketing communications. The wristbands will also function as room key, park pass and credit card and will be encoded with personal details so employees can offer personalized greetings. Guests will be able to opt in to the system and customize how much personal information they want to disclose. “We want to take experiences that are more passive and make them as interactive as possible,” said a Disney representative. (Registration may be required to access this story.)
Full Story