BusinessWeek.com has a great read about Disney's effort to personalize the experience in their theme parks.
Their "opt-in" approach still results in some effects that some find creepy.
"How did they know I was here?"
That certainly indicates two ongoing needs: (1) raising consumer awareness of the benefits, and (2) striking the right balance in personalization.
Here is the article:
http://www.businessweek.com/articles/2014-03-07/disney-bets-1-billion-on-technology-to-track-theme-park-visitors#r=read
Here is a snippet from that piece:
Jason McInerney and his wife, Melissa, recently tapped their lunch orders onto a touchscreen at the entrance to the Be Our Guest restaurant at Florida’s Walt Disney World Resort and were told to take any open seat. Moments later a food server appeared at their table with their croque-monsieur and carved turkey sandwiches. Asks McInerney, a once-a-year visitor to Disney theme parks: “How did they know where we were sitting?”
Happy Reading,
J.W. Gant
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