The same dynamic pricing technology creeping into theme park tickets just showed up in Walt Disney World Resort's souvenir shops.
Spotted at Disney Springs
Digital pricing displays appeared this week at two Disney Springs merchandise locations — Marketplace Co-Op and Disney's Pin Traders — according to a March 19 report from WDWNT. Photos shared on Facebook showed the new signs displaying prices using Walt Disney World Resort‘s familiar color-label system, the shorthand the resort uses to price smaller items like trading pins, keychains, pens, and magnets.
Walt Disney World Resort has not publicly acknowledged the installation or indicated whether the displays are headed to merchandise locations across its theme parks and resort hotels. The rollout appears to have happened without any announcement.
The Technology Behind the Change
The arrival of digital price signs may seem like a minor operational tweak, but the technology enables something considerably more significant: the ability to instantly change the price of any tagged item, without printing a single new label. That capability is the foundation of dynamic pricing: adjusting costs in real time based on demand, inventory levels, and other variables.
Disney hasn't announced dynamic pricing for merchandise, but the company has already announced its intention to use the system for theme park tickets.
“We're actually investing in creating dynamic pricing,” Disney CFO Hugh Johnston said late last year. “We're doing it in Paris right now. We've been doing it for about a year. It's off to a very good start, but we're really going to make sure we optimize it before we bring it into the domestic parks. So that's probably something that you won't see this year, but you may see in the subsequent years.”
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