Taking the Starbucks experience digital

Very interesting short report by Capgemini Consulting into Starbucks approach to the digital revolution.  It outlines how the operator uses digital technologies to engage customers in new ways:

  • smartphone apps – enable customers to locate stores (myStarbucks) and pay in-store (Starbucks Card Mobile), as well as build up loyalty points
  • social media – not just to build loyalty amongst ‘fans’, but initiate customer-driven innovation (My Starbucks Idea website and Ideas in Action blog)
  • in-store digital media – Starbucks has created its own in-store online channel (Starbucks Digital Network) that selects and delivers content from a range of mainstream media outlets.

The report concludes by explaining how the adoption of these digital processes has lead to improved performance in a number of ways.

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This entry was posted in Chap 10 Processes and technology, Sector: Hospitality & Tourism and tagged , , . Bookmark the permalink.

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