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.