The Walt Disney Company has built its brand on inviting the public into a fantasy world, be that at its theme parks or through developing compelling content.
And, recently, the global entertainment giant rolled out a prototype of a new Disney Store at four locations, each seeking to bring the thrill of visiting a theme park or seeing its magical movies into the retail environment.
The overall goal, Michael White – SVP/Chief Technology Officer at Disney Consumer Products and Interactive Media – told the National Retail Federation's (NRF) Shop.org Conference in Los Angeles, is to "immerse guests in the brand...