Starbucks “Name Your Blend”
by luimel
Starbucks has recently launched a online contest called “Name Your Blend” which is opened only to Canadians. It is a chance for Starbucks’ lovers in Canada to rename the Blonde Roast – Veranda.
Why is this for Canadians only?
It is because that the Veranda blend is a success in Canada. In average, Canadians drink twice as much of the Blonde Roast comparing to Americans; and in particular to the Veranda blend. It is a reward to the customers in Canada, but also a celebration to Blonde Roast’s one year launch
“One of many ways we build meaningful relationships with our customers”
In the value-based marketing era, building a good customer relationship has became a core or important factor to succeed in the market. As a beverage business, Starbucks has did an excellent job on building customer relationships. Besides on providing good services and good coffee, they have a reward system which allow customers to have a free drink or snack on their birthday and collect “stars” (which are like points) to go on a further level of the reward system to receive more benefits. By doing so, customers would be purchasing more often and is also a good way to maintain its customer base. And with this naming contest, Starbucks creates connection with their customers. A name of a product is very important as it gives the first impression to people who have not tried the Veranda blend. In my opinion, Starbucks is putting quite a huge decision in the winner’s hand because the name could be something completely unrelated to the blend. It should be a name that represents the taste, texture, and smell of the blend, and yet is memorable and attractive. Anyhow, this contest allows customers to be involved as a part of Starbucks. Even though it is only naming one of the many blends, Starbucks has shown that they want to include their customers in different parts of the world – Canada first.