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9 Great Mobile Ideas from Starbucks

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Information about 9 Great Mobile Ideas from Starbucks
Marketing

Published on February 19, 2014

Author: MobextPH

Source: slideshare.net

Description

Brand Focus is a series of posts that explores the mobile strategies and executions of the most active brands in mobile today.
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9 Great Mobile Ideas from Starbucks

Starbucks is the world’s largest coffee chain in the world.

It opened its first store in Seattle’s historic Pike Place Market in 1971.    

  Today, it has more than 18,000 stores in 62 countries!

It is one of the world’s most loved brand  

  And a leader in mobile marketing

Starbucks adopted a “mobile-first” strategy

2010 Mobile Marketer of the Year  

2010 Mobile Marketer of the Year & 2012 Mobile Marketer of the Year  

And used mobile for

And used mobile for # 1 Brand Building

And used mobile for # 1 Brand Building # 2 Drive Sales

And used mobile for # 1 Brand Building # 2 Drive Sales # 3 Foster loyalty

#1 Brand Building

        Instagram

Starbucks is currently one of the top brands in Instagram now  

2.07M followers!

Its #Starbucks Hashtag has over 9M posts  

How?

# 1 Beautiful photography    

# 1 Beautiful photography that doesn’t aim to sell    

# 2 Empowering fans    

Colour_me_creative is a teenager from New Zealand

With more than 900,000 followers

Frequent regrams from Starbucks

# 3 Behind-the-scenes content  

Twitter

Share and vote for your favorite #Sipface

Goal: Promote the Frappuccino Happy Hour!

Still hundreds of entries coming in

Check it out at http:// frappuccino.com/en-us/ campaign/sipface

        Interactive mobile ads

Pandora App- mobile ad

Goal: Promote blended drinks

Ad expands for more content  

“Starbucks Signature”Tablet Ad    

Banner ad (left) Expanded ad (right)    

1. Pick your cup 2. Draw to customize  

        Augmented reality

How can Starbucks surprise during moments that matter?  

Augmented reality cups for Christmas

Scan cups with your app to bring them to life  

Collect all 5 Starbucks holiday cup characters

Augmented reality cups for Valentine’s Day

Send eGifts and Valentine’s messages  

        Interactive SMS

Starbucks sent a trivia question to an opt-in database via SMS.  

Incentive: The Great Gatsby soundtrack!

Two-way messaging beats passive texting

Starbucks detects smartphone users

To send additional rich media content Embedded 11-second video of #SipFace

Starbucks experimented with different mobile technologies to build their brand.

    #2 Drive sales

Starbucks process over 5 million mobile payments each week

Mobile payments are now 30% of total payments

        How?

        Pay via mobile app

Pay without cash! Step 1: Sync Starbucks Card to your app

Pay without cash! Step 2: Open your app at the counter

Pay without cash! Step 3: Scan to deduct purchase from your account.

Reload your Starbucks card in-app

Even send gift cards!

Location-based Offers

Starbucks partnered with UK mobile operator, O2

And Placecast, a location service platform

To build 800 geofenced areas in the UK

Starbucks then sent targeted SMS offers

To opted-in O2 subscribers in the geofenced areas

        Mobile wallet

One of the earliest adopters of Square, a mobile wallet / mobile POS system.

Pay without taking out your wallet

Or discover nearby merchants!

        Twitter Commerce

@tweetacoffee Gift Service

Goal: Increase sales and engage Twitter users

Step 1:Connect your Starbucks and Twitter account.

Step 2: Tweet a friend!

Step 3: Friend gets a $5 Starbucks eGift.

RESULTS: In less than 2 months

32% of the purchases were made on the first day.

By enabling consumers to pay with their mobile, Starbucks opened up new sales channels. Read more about the campaigns here and here.

    #3 Foster loyalty

        Mobile Apps

        Starbucks’ app has more than 7M users

Earn stars for every purchase and upgrade your membership. Higher membership = more freebies and perks! Use the mobile app to track rewards

        SMS promo notifications

        Push notifications

Lastly, it’s all about the in-store experience!        

       

        “WiFi access makes work time, downtime, travel time and lots of in-between times more enjoyable and productive. ” - Google

Starbucks used mobile to fulfill its mission of giving excellent service to its customers.

by Explores the most active brands in mobile today.

by Explores the most active brands in mobile today. Stay tuned for the next Brand Focus!

For more mobile case studies, visit mobext.ph/blog

Thank you!

#starbucks presentations

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