The Disney Store in Copenhagen would like to communicate more effectively with its local, Danish customers and offer them a better in-store experience. Firstly, this thesis looks to define what constitutes a Disney Store audience. Secondly, it moves onto identifying types within the Disney Store audience by using Janet Wasko’s Disney Audience Archetypes. Thirdly, it measures the experience local visitors have in the Disney Store by using Lise Lyck’s Experience Wheel, as well as qualitative interviews with a selection of the experience wheel participants on their past experiences and associations with the Disney brand. The findings are that a direct correlation exists between past experiences with the Disney brand, how a participant identifies within the Disney Audience archetypes, and how these two dimensions affect the experience a visitor has in the Disney Store. Based on these findings, suggestions have been made to the Disney Store in the form of an executive summary on how to improve their communication with their local customers.
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