Discuss the hook model in the context of your favorite reward program.
Disney Rewards cardholders with free points where cardholders earn close 1% for Disney Dream Reward Dollars (DDRDs). The Disneyland cardholders have close to a minimum of 20 DDRDs allowing card members to complete transaction. The Disney dream reward dollars provides cardholders with merchandise funds, park tickets, food, and entrance to the Disney themes at discounted prices.
How would you change that reward program to have a better hook?
The current reward program agrees to the traditional laws of investment models, they include action, trigger, investment and variable reward.
So far, the four chambers operate distinctively but lacks balancing hence and lack of change does not appeal positively to customers. In order of relevance, requesting Disney Corp to add more investments packages to the program is an uphill tasks. The variable rewards is not also appealing for the organization, already there are enough provision so far. What is required is a new action plan. The hookup program deserves critical changes on how it is presented. Merging with technology providers seems the only reliable option, given at the moment technology has changed how products are being oriented in the market. With digital components that have larger storing capacity, piracy is still a major threat to the program cash flow systems.
The proposed action plan is Disney Gamers. Disney gamers combine action and investments to create a stable variable reward. Each of the three reward programs needs to be rejuvenated, improved and giving the system a new outlook altogether. Disney gamers invites technology leaders such as Google to take advantage of Disney theme parks to further their business ideals. The first beneficiaries are the Disney Card holders who benefit from the program altogether. Each cardholder is supplied with a VR kit and a game that is themed like the card (Disneyrewards, 2017)
Disney Gamers seems a reliable action program because it introduces gaming industry as a product. This approach combines action and variable rewards by allowing real gaming experiences inside Disney theme parks. The new package targets kids from people who have qualified. The games are made from Virtual Reality technology, and qualifiers will enjoy the real Disney theme experience via their Android phones (Seibert and Shafer, 2017). To reorient it as a reward program, there are qualifications levels that users achieve at various levels of interaction. Although this calls for more investments, the marginal investment are funds being channeled to redundant variable rewards. To bridge the funding problem, the organization should partner with Google who in turn supply the VR hardware kits. The VR kits are the products being purchased by reward points that customers and followers have obtained with time. The purpose of the Disney gamers is to introduce the gaming and comic aspects as mainstream business, rivalling Marvel and DC comics.
Why might adding additional triggers decrease the efficacy of the program?
Adding additional triggers might decrease the efficacy of the programs. The goal of the program is to maintain the current investments and the current reward programs. Funding is still a major problem given that these points are not earned in a normal cycle of demand and supply, but funds handpicked from investment projects. Adding additional triggers means adding new programs, hence crippling the existing ones. Disney rewards direct cash transfers in its programs. Adding additional triggers means sending more cash yet, given the digital evolution, sales are crippling on daily basis.
Disneyrewards (2017). Disney Visa Cards from Chase | Card Designs. [online] Disney Rewards. Available at: https://disneyrewards.com/card-designs/ [Accessed 12 Oct. 2017].
Farnamstreetblog.com (2017). Hooked: How Companies Create Habit Forming Products. [online] Farnam Street. Available at: https://www.farnamstreetblog.com/2014/03/hooked/ [Accessed 12 Oct. 2017].
Seibert, J. and Shafer, D. (2017). Control mapping in virtual reality: effects on spatial presence and controller naturalness. Virtual Reality.
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