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Disney buckles down on digital to prep for holiday shoppers

Disney is gearing up for the holiday season by revamping its mobile and PC Web sites with new features to let consumers shop its store using their handsets.

According to Disney, the mobile revamp as part of the new Web site is due to consumers expecting a consistent look across platforms. The mobile site is accessible at

“Mobile guests expect a consistent look across platforms and so the mobile experience has been updated to reflect the same look and feel of the new,” said Elissa Margolis, vice president of digital at Disney Store North America, Pasadena, CA.

Mobile magic
When consumers first access the site, a landing page prompts users to either enter the mobile site or Web site.

Additionally, a call-to-action on the bottom promotes the brand’s app, which users can click on to download the app to their device.

The mobile site includes a rotating carousel at the top of the page that highlights featured merchandise. For instance, Halloween costume ideas are currently being promoted.

The mobile site features products by category. Characters are featured at the top with products underneath. When users click on the character tab, for example, a list appears of some of Disney’s most popular icons such as Mickey and Disney princesses.

Individual product pages feature product reviews and descriptions. Items can either be favorited or added to shopping lists. Additionally, consumers can share content via Facebook and Twitter.

In addition to driving online revenue, the mobile site also includes a store locator feature that uses either a device’s built-in GPS or address to find nearby Disney Stores.

On the Web side, the site has been updated to focus on social media sharing. The Web site also includes a feature that lets consumers use their PC’s Web camera to add a custom message to attach to a gift.

Social media buttons to Facebook, Twitter and Pinterest are also placed on product pages.

Holiday prep
Last year, Disney rolled out an iPad app in the months leading up to the holidays to let consumers buy merchandise while on the go (see story).

With the holidays just around the corner, it is important for retailers to roll out mobile initiatives well in advance of the shopping season.

Testing is key, especially with the expected increase in consumers using their mobile phones and tablets to comparison shop this season.

For instance, a recent study from MarketLive predicts that 16 percent of consumers will do most or all of their shopping this holiday season from mobile (see story).

“Guests are using their smartphones to review product details, purchase on the go and identify store locations,” Ms. Margolis said.

“The mobile site is streamlined to serve the needs of the busy guest on the go,” she said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York