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THE ROLE OF RETAIL Time To Shop!


At the heart of The Walt Disney Company's licensing business lies its retail programme. With a new, integrated approach, the Magic of Disney really can be found in all the right outlets.


“Ensuring you have a meaningful retail strategy is extremely important. It forms the foundation of any progressive business plan,” explained Mike Stagg, Disney's general manager of retail for the UK and Ireland. For The Walt Disney Company, this foundation is built on the core values of strong relationships and integrity with both retailers and consumers. Until more recently, the various product


categories - such as home entertainment, games, toys, food and fashion - were operating independently of one another. “As the business grew, this approach became fragmented,” said Mike. “It was confusing for the retailer, as each department was concentrating on delivering its own key messages, the mixed messages resulted in a lack of clarity on our overarching strategy, making it hard to work outside of any one category. ”Our new, integrated retail


approach spans all the product categories, bringing them together, it enables us to drive our franchise priorities across multiple categories. Overall, this has made the process of bringing products to market quicker and more straightforward for the retailer, licensee and


Virtual Shopping


In this fast moving and digitally enabled market place a robust e-commerce strategy is required to complement bricks and mortar. Online, mobile and other virtual channels are playing an increasingly important role in consumers’ lives which is having a profound impact on how they shop, so it’s vital that The Walt Disney Company is able to respond and adapt its retail strategies. “These are opportunities that we could never have imagined five years ago,” said Mike. “The tipping point for a digitally enabled world is getting closer which means that we will need to adopt our strategies to ensure that our products and franchises are available across all retail channels.”


ultimately the consumer” said Mike. Research conducted by The Walt Disney


Company into the way people shop covers a wealth of product and shopper insights. “It's important that we have the complete picture if we're going to make key decisions about how we position our franchises and corresponding products at retail,” explained Mike. “We need to make sure we meet the consumers’ needs – they are, after all, the most important part of the value chain.” “Looking at the way people shop means that we are able to provide a far more holistic and fact-based point of view. Consumers shop across categories for our franchises such as Disney Princess and Cars and we've tried to mirror that in the way we work across all product areas at once” said Mike. “These evergreen


The Disney Difference


As part of the broad retail strategy that Mike is developing the evolution of innovative retail initiatives are bringing the “Disney Difference” to consumers across the UK. From ‘Disney Magic at Harrods’ (a 7000 sq ft retail installation) to ‘Disney at Asda’ (1000 conveniently merchandised SKUs in a Disney dedicated shopping zone), the Walt Disney Company is making the product shopping experience simpler and more entertaining than ever.


Above: Mike Stagg has continued to drive Disney’s presence at retail. Left: Last year saw Asda introduce three Disney at Asda zones into its supercentres.


franchises continue to provide us with huge opportunities at retail, and by bringing together categories around a franchise or consumer occasion such as ‘party’, we can create real standout at retail, making it simpler for the shopper to find their favourite Disney products”. The opportunities provided by the new


approach are endless, and Disney will be continuing to work with licensees and retailers to develop innovative and compelling solutions, providing shoppers with even more reasons to buy into each of its well-loved characters and franchises. its well-loved characters and franchises.


A special MAX PUBLISHING © Disney. 21 disney PUBLICATION 2013


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