An American Coffee Company's Case Study Of Starbucks

Starbucks Corporation

An American coffee company founded in Seattle, Washington in 1971 by three partners, Jerry Baldwin, Zev Siegl, and Gordon Bowker, who were inspired by Alfred Peet, the roasting entrepreneur. Once Starbucks chain was sold to Howard Schultz, the expansion initially began and end up with 46 stores across Northwest and Midwest within 2 years after the first opening. According to the information provided on November 2016, Starbucks is now having more than 24,000 stores worldwide. Nowadays, Starbucks also plans and operates more on its service to offer customer best coffee experiences with various technology based improvements while increasing its sales continuously. As a result, the reason why Starbucks is chosen as our study

To begin with, try to meet customers where they want to be met, this means Starbucks should be able to find where customers can be reached and give a weight respectfully to the chosen platforms. To illustrate, the social networks like Facebook and Twitter are where Starbucks gathers its feedback and keep engaging with customers. Secondly, since mobile phone becomes widely used among people and the report also stated that 18 percent of Starbucks Card transaction are proceeded via mobile application. Therefore, it is essential to try tailoring the mobile experience to be suited with customers needs and expectations. Finally, personalization focus is recognized as Starbuck’s strength that the attention for every customer has been equally paid. For instance, it could be based on how coffee will be served by name

As a result, Starbucks gained both new reward program members and customer data approach. Consequently, tons of transactions are making everyday that could help Starbucks in creating a personal connection with its customers as well as knowing the favorite drinks, frequency of purchasing, or visiting time in a day etc. After all, Starbucks will effortlessly combines gained customer information with contextual data, like local events, time zone, holidays, or weather in each customer region, which can be understood as the way to conduct personalized customer’s digital