Why Disney Gets Phygital Right

First, you’ll hear a lot of the term “phygital” (the convergence of physical and digital) throughout 2025. It’s the theme of our Street Fight LIVE Summit on September 18th.

Although the term itself has been around for years, technology and devices have finally caught up to the word.

Consumers expect brands to know them as individuals and deliver memorable and seamless experiences no matter where they shop, dine, or consume services.

Disney has been getting phygital right for a long time now. Although all brands have room for improvement, Disney has long understood that its fans are a dedicated community and individuals with specific tastes, shopping patterns, and travel and viewing preferences.

Before discussing what makes Disney a phygital leader, let’s share an example of a company (that should remain nameless) that got phygital wrong.

I recently celebrated a birthday. I visited a local MULO (multi-location) brand to ask whether I got a gift for the big day (which has become commonplace). I knew that their competitor had a similar offer and gave me a gift without my even asking.

The person at the register of the “phygital foe” asked me to produce an e-mail that I would have received from “corporate.” Unable to find one, I was told by the dour employee that I wasn’t searching the right way. They seemed annoyed that I hadn’t downloaded the brand app.  And then they told me that without the e-mail, I would get nothing. I asked her to check with a manager, who agreed to give me the gift (provided I showed my driver’s license.)

Big MULO brands have the ability to build databases that contain a wealth of personal and spending information about their customers (and prospective customers).

Disney “does it right” by:

• Refreshing that database with relevant details
• Utilizing all media — including “smart devices” to track behavior at its parks
• Fully leveraging technology but encouraging the humans associated with the brand to be consumer-focused (and upbeat); investing in training
• Building its own media network so they can track consumer tastes and behaviors from living room to theme park

Do they always get it right? Of course not. Glitches will happen even when brands have billions to spend, as long as technology and people are involved. However, Disney seems to understand that Walt Disney’s original “Dream, Believe, Dare, Do” mantra is even more relevant today.

We now have the technology to know where consumers are, what they’re looking for, and how they interact with brands on-site and remotely.

How can we best use that data to create “magic” throughout the consumer experience?

Is your brand, agency, or technology helping the phygital world evolve? We’d love to hear from you!