When you visit a local Starbucks typically you would be greeted with a smile and be asked in a friendly manner, “What would you like us to get started for you”, “May I have your name for the cup?” The genuine service model that the international coffee chain carries creates “customer intimacy” and builds a sense of community. Starbucks’ value proposition, like most other coffee shops, is to deliver specialized handcrafted coffee to its customers that are tailored specifically to their taste. What differentiates Starbucks from its competitors is its brand positioning and customer loyalty. As one of its branding strategies, they enhance their customers’ experiences through their comfortable atmosphere and outstanding customer service. The simple gesture of remembering the customers name and order makes the overall coffee experience more personal and enjoyable. Starbucks compelling value proposition is what keeps their customers coming back.
Now imagine being able to have a cup of coffee every day delivered to your doorstep or office desk. This would relieve many of the customers’ pain in lining up every morning. Starbucks is introducing its delivery service in late 2015 in selected locations. Its services can be conveniently accessible online or through their mobile applications.
Photo via Starbucks
While businesses are slowing transitioning into e-commerce, Starbucks is stepping in and taking advantage of the ongoing trend. The service may bring convenience to busy customers, but it cuts out the personal relationships that are formed in the community while customers visit the store. The company also has to adjust their cost structure to train and hire more employees to deliver their products. This may be a costly proposition, but it helps the company position itself as the first in their industry to offer these services. This contributes to Starbucks’ value proposition by increasing it Starbucks now can expand its target market to workplaces that need their daily dose of caffeine delivered at their convenience. In a way, the new delivery service may allow their customers to take on new perspective of how they want their food to be delivered in the future.
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