Starbucks Reverses Negative Trends with Digital Strategy
Posted: Sat Dec 07, 2024 5:28 am
08 May, 2013 @ 2:24 pmby Gonçalo Sousain Digital Strategy Success Stories , Digital StrategyLeave a comment
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Just because Starbucks is the world's largest coffee franchise doesn't mean it doesn't need to have a strong online presence with a well-defined Digital Strategy . This was the conclusion reached by the North American brand's managers who, in 2008, faced with the growing decline in customers in stores and the consequent drop in sales, were forced to redefine some of their commercial positions.
Among the various ideas that emerged to reverse the situation, at least one proved to be decisive: the creation of an online communication channel where users could share, discuss and comment on ideas to improve Starbucks. The uae email list Starbucks Coffee Company website still exists and is a successful case of Digital Strategy , with over 250 thousand registered users.
At the same time as implementing a new platform, the North American giant also invested in the creation and professional management of its social networks, which currently have a total of 22 million users, with Facebook being the brand with the most fans in the world, with around 14 million people.
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The numbers are an excellent example of success: on Twitter , Starbucks has more than 1 million followers, the brand's videos on YouTube have reached more than 5 million views and, on Foursquare (a geo-referencing social network) there have been more than 2 million check-ins.
These numbers prove the brand's very strong presence in the digital world, but they are also only possible because Starbucks fits into the concept commonly called a "lovemark".
People love this brand, especially in the United States of America, they identify with it, they want to be like it, so contributing to improving its products and services means making it more like what every Starbucks fan wants to be. The brand shapes the consumer and the consumer shapes the brand.
The development of a Digital Strategy that definitively involved Starbucks' millions of followers proved to be a bet with guaranteed returns. Since 2008, sales trends have reversed and today the world's largest coffee franchise thrives in the offline and online worlds, side by side, with a common strategy.
READ OTHER INTERESTING ARTICLES NOW AND BUILD YOUR OWN SUCCESS STORY:
12 Digital Marketing Success Stories
Don't you have the 8Ps of Digital Marketing Book yet?
Share this article
Just because Starbucks is the world's largest coffee franchise doesn't mean it doesn't need to have a strong online presence with a well-defined Digital Strategy . This was the conclusion reached by the North American brand's managers who, in 2008, faced with the growing decline in customers in stores and the consequent drop in sales, were forced to redefine some of their commercial positions.
Among the various ideas that emerged to reverse the situation, at least one proved to be decisive: the creation of an online communication channel where users could share, discuss and comment on ideas to improve Starbucks. The uae email list Starbucks Coffee Company website still exists and is a successful case of Digital Strategy , with over 250 thousand registered users.
At the same time as implementing a new platform, the North American giant also invested in the creation and professional management of its social networks, which currently have a total of 22 million users, with Facebook being the brand with the most fans in the world, with around 14 million people.
easy-cam
The numbers are an excellent example of success: on Twitter , Starbucks has more than 1 million followers, the brand's videos on YouTube have reached more than 5 million views and, on Foursquare (a geo-referencing social network) there have been more than 2 million check-ins.
These numbers prove the brand's very strong presence in the digital world, but they are also only possible because Starbucks fits into the concept commonly called a "lovemark".
People love this brand, especially in the United States of America, they identify with it, they want to be like it, so contributing to improving its products and services means making it more like what every Starbucks fan wants to be. The brand shapes the consumer and the consumer shapes the brand.
The development of a Digital Strategy that definitively involved Starbucks' millions of followers proved to be a bet with guaranteed returns. Since 2008, sales trends have reversed and today the world's largest coffee franchise thrives in the offline and online worlds, side by side, with a common strategy.
READ OTHER INTERESTING ARTICLES NOW AND BUILD YOUR OWN SUCCESS STORY:
12 Digital Marketing Success Stories
Don't you have the 8Ps of Digital Marketing Book yet?