Lynne M
DIS Legend
- Joined
- Nov 4, 2001
- Messages
- 12,657
Why do you think Disney encourages you to "charge to your room?" Hint: this is one reason. What's more, if you pay for anything with a credit card, it's fairly easy to track and correlate that back to an identified individual. The only way you can remain anonymous is by using cash, and how many of us do that for more than the odd bottle of water here and there?
In short: Disney already knows.
Yup. The KTTW card is one of the niftiest consumer-tracking devices ever.
If you use it to its fullest, charging all of your purchases to your room, and putting your park tickets on the card.....
They know what parks you frequent the most, and what time you like to arrive at the park. They know if you take a break in the middle of the day and come back. They know if you're a park hopper. They know where you spend most of your money on souvenirs. They know what kinds of souvenirs you usually buy, and how much you spend. They know what restaurants you like to visit, and how much you spend there. Whether you prefer counter-service burgers to signature restaurants. They know what time you return to your resort at night. They know if you always forget to bring toothpaste and have to buy it in the resort gift shop.
For DVC members, who are regular visitors, they have YEARS worth of consumer behavior data. They know the habits of DVC members with a level of detail you can't imagine.
But this raises a good point. I think a lot of people tend to see discounts as a reward for spending money, and that's why some feel that DVC members should get a lot of discounts.
Discounts are a tool for driving consumer behavior. We get discounts for certain restaurants because Disney wants to drive business to those eateries. We get AP discounts because their market research has shown them that we spend MORE money in the parks and restaurants when we have APs. If that pattern changes, the AP discounts are history.