Starbucks deep dive
Starbucks coffee is a household name known by thousands all across the globe. The company was first created in 1971 and is based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,891 stores in 62 different countries. This deep dive into the company will discuss how they have mastered the use of the mobile world and how they have stolen the heart of millions.
Starbucks has gained the majority of their consumers through their varying coffee blends and pastry items. However, they have kept their consumers loyal and coming back from more through the experience they offer their drinkers. Many people drink Starbucks not only because they enjoy the flavor but because they like how the company makes them feel.Starbucks prides themselves on their customer experience. Many consumers comment on how the employees treat them by making them feel welcome and comfortable. Similarly, some customers comment on how when they come into the store they need not order anything because the employees remember them and make their favorites drinks for them without them having to order.
Starbucks' major competitors are many fast food chain restaurants such as, Mcdonalds, Wendy's and Burger King. They also have more direct competitors who also specifically sell coffee like, Dunkin Donuts, Caribou Coffee and Colectivo.
Starbucks recently snagged the 19th spot on Forbes' The World's Most Innovative Companies list. They also ranked 76th on Forbes' Most Valuable Brands List.
In 2010 and 2012 Starbucks won Mobile Marketer of the year. The Mobile Marketer of the Year award is the most prestigious honor for smart, strategic and creative mobile marketing. Instead of following in the footsteps of its competitors, Starbucks has implemented its own mobile-first strategy that is unlike any other and features the latest technology such as QR codes and augmented reality, as well as traditional channels including SMS, mobile advertising and applications. Starbucks' mobile marketing strategy offers a number of different functions and creates an ongoing relationship between the brand and its customers. Instead of putting its focus on one single channel, Starbucks makes sure it has a presence on each and every one.
Starbucks has gained the majority of their consumers through their varying coffee blends and pastry items. However, they have kept their consumers loyal and coming back from more through the experience they offer their drinkers. Many people drink Starbucks not only because they enjoy the flavor but because they like how the company makes them feel.Starbucks prides themselves on their customer experience. Many consumers comment on how the employees treat them by making them feel welcome and comfortable. Similarly, some customers comment on how when they come into the store they need not order anything because the employees remember them and make their favorites drinks for them without them having to order.
Starbucks' major competitors are many fast food chain restaurants such as, Mcdonalds, Wendy's and Burger King. They also have more direct competitors who also specifically sell coffee like, Dunkin Donuts, Caribou Coffee and Colectivo.
Starbucks recently snagged the 19th spot on Forbes' The World's Most Innovative Companies list. They also ranked 76th on Forbes' Most Valuable Brands List.
In 2010 and 2012 Starbucks won Mobile Marketer of the year. The Mobile Marketer of the Year award is the most prestigious honor for smart, strategic and creative mobile marketing. Instead of following in the footsteps of its competitors, Starbucks has implemented its own mobile-first strategy that is unlike any other and features the latest technology such as QR codes and augmented reality, as well as traditional channels including SMS, mobile advertising and applications. Starbucks' mobile marketing strategy offers a number of different functions and creates an ongoing relationship between the brand and its customers. Instead of putting its focus on one single channel, Starbucks makes sure it has a presence on each and every one.
- Over the past year, Starbucks has used SMS quite a bit, not only to build its My Starbucks Rewards program, but also to keep opted-in consumers in-the-know about the latest offers and discounts. Starbucks has relied on in-store signage and email to help ramp up its SMS program efforts.
- In addition to SMS, Starbucks has used QR codes heavily. The company’s approach to QR codes is different than other marketers. Instead of placing them on anything and everything, Starbucks strategically positioned the mobile bar codes where they would be visible to consumers. For example, they placed them on bookmark fliers that were handed out to customers.
- Starbucks used QR codes to promote its Blonde, Medium and Dark Roasts. Also, earlier this year the company used QR codes to Starbucks used QR codes to help spread the word out about its Verismo products, as well as let consumers buy the products via their smartphones after they scanned the mobile bar code.
- Finally, Starbucks began using augmented reality. The company created an augmented reality app that allowed customers to interact with their coffee cups. Check out the links below to see Starbucks' mobile apps: