Starbucks’ use of information technology demonstrates how technology can be used across all industries, even the coffee market. As Jessica posted on her blog, “Starbucks also showed that it understands their segments’ needs very well”.
Through the use of technology, Starbucks not only put extra value to its name, it also serves as a form of marketing. Alongside of launching an app, Starbucks has also recently started a Twitter campaign, “Tweet-a-Coffee”. With the vast network on Twitter, Starbucks is trying to reach a large platform, encouraging spontaneous gifting on Twitter.
This e-Gifting platform makes Starbucks more readily available to an online market, a market that it has never been big on before.
Resources: