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Marketing Unboxed: shopDisney Struggles to Inspire Marketing Magic

When you wish upon a star, your marketing dreams come true.

At least, that’s the attitude we had going into this episode of Marketing Unboxed. After all, we were reviewing one of the pillars of American culture, shopDisney. The magic! The fireworks! The iconic stories and characters!

Our expectations were high, but could shopDisney live up to the hype? Watch the entire episode to find out!

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🛍 Shopping Experience

So long The Disney Store, hello shopDisney. To distinguish their online shopping experience from their brick-and-mortar stores, Disney recently rebranded its retail site to shopDisney.

The downside of that move? shopDisney still seems to be figuring out the best layout for their homepage, as evidenced by our confusion while browsing and trying to check out.

From a user experience perspective, it doesn’t make a lot of sense to lump together Disney’s theme parks, vacation packages, and products all together under the same site heading.

marketing unboxed shopdisney

📧 Email Nurturing

As robust as shopDisney’s email marketing strategy is, it’s perhaps a little too robust.

We got a lot of emails—sometimes more than one a day—and the content rarely aligned with what we expected to receive as first-time customers. We know brands have to promote their new products (in this case, Spider-Man and Mary Poppins Returns paraphernalia), but it would’ve been great to see recommended products in those emails that were in the same category we purchased in.

Another detail that was missing? We never saw an option to change our email preferences, which would’ve let us decrease the number of emails we received or tell shopDisney what types of products we were most interested in shopping for.

💻 Social Media Strategy

Would we follow shopDisney on multiple social media channels when their messaging and content is pretty much the same across most of them?

That’s the question we asked ourselves after combing through shopDisney’s Twitter, Facebook, and Instagram accounts. Don’t get us wrong—their posts are visually striking and informative. But we wished that pizzazz had carried over into a more diverse strategy across their channels, particularly on Facebook and Twitter.

marketing unboxed shopdisney

📦 Wrapping It Up

A (marketing) dream is a wish our hearts make… but in this case, that dream didn’t come true.

While we went gaga over their visual schemes, which were appropriately dazzling for such a legendary brand, we encountered a lot of issues throughout our customer journey that left us mostly unimpressed. These ranged from a non-stop influx of emails to an odd site layout and a fairly rote social media strategy.

For now, we might stick to getting our Disney fix from their movies and theme parks.

Rating: 🙌🙌 out of 5


Want to watch more marketing reviews? Check out these recent episodes of Marketing Unboxed!

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