First of all, I’m not a regular coffee drinker. As a traditional chinese, I would prefer tea instead. Therefore, usually I purchase tea in Starbucks. I used to go Starbucks 3-4 times a month. But one thing change my habit. My friend show me his personal Starbucks Card with his name on it. Starbucks Card works like other gift card for processing payment. People reload money in it and purchase their beverage in Starbucks later. After I saw the “cool” personal card, I decided to get one for myself.
When I have my own Starbucks Card, I realize it’s a lot more than I thought. I have to register my card associated with a new Starbucks account in order for the system to record my transactions. After I register, Starbucks send me emails about promotions and sometime they send me “free drink” coupon as well. Social media can’t be missed here, Starbucks is very active on social media. When they first promote a new drink, they will test the water among their loyal customers (which are those who registered their Starbucks card) and collect feedback from social media channels (such as Facebook and Twitter). The Starbucks Card acts as a tool for marketer to obtain information and examine their target market. In the process of registration, selecting coffee or tea preference can also collect value information for marketer.
Another thing I want to talk about is the mobile app. Starbucks has a brillant smart phone app in my point of view. Through the app, I can customize my own drink in the app, and when I’m at the store, staff in Starbucks can simply scan the QR code of my drink without making any possible mistake. Furthermore, I can customize my favorite set of “combo” as well and make it into a QR code. Also I can make drink for my friend and reload money to their Starbucks Card, after the QR code is produced, send it through Facebook or Twitter to my friend, then they can purchase my customize “gift” for them. There is job section for users who want to work in Starbucks as well.
Overall, Starbucks is taking great advantage to other competitor in the market by using eMarketing technique, which I believe is the next trend for business.