For my final blog I have decided to study Starbucks and I will try to link it with my previous blogs.
Starbucks has a simple marketing strategy: make your customers addicted to your products. They do this by handing out monthly benefits to their customers. Fortunately Starbucks avoids the trap discussed in 'data friend or foe' by giving incentives to their customer to buy a lot of small amounts. Therefore only customers who really want their products will go along with this strategy. To accomplish this strategy they use a ‘Starbucks credit card’. This means that you can buy whatever you want in ‘Starbucks dollars’ and when your credit drops below a certain point it reloads and you pay actual dollars.
On top of that Starbucks also tries to create ‘the Starbucks experience’. This is based on 5 principles . It basically means that they try to surprise their costumers, pay attention to details and most importantly motivate their employees. The why is simple, motivated employees work harder and will give your customers a better experience. These principles reinforce the fresh image of Starbucks. And image is what turns loyal customer in very loyal customers with the benefits discussed in 'Customers divided'. I think this explains why the Starbucks star is shining so high in the sky.
Frederick Dobbelaere
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