Starbucks, the coffee chain brand that is most good at doing Internet business.

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

This is the cafe with the largest number of chain stores, and it is also one of the most unsentimental cafes.

This is one of the lowest technology companies in the world, and it is also the most high-tech coffee brand.

But there is no doubt that Starbucks is the best coffee chain brand that understands marketing, consumer psychology and Internet business.

So, today, let's explore how this international coffee chain, which originated in Seattle, USA, uses the mobile Internet to do omni-channel retail.

Interactive mobile retail Starbucks creation

According to statistics, 60% of the time consumers spend online is through mobile devices (mobile phones, tablets, etc.), which shows the great potential of mobile to every retailer who is doing physical retailing-because it can easily show the location of physical stores.

Starbucks already knows its customers like the back of its hand by studying consumer spending habits and constantly using marketing strategies to meet its own consumer needs.

As early as a few years ago, the company found that the development of a mobile application, through the application directly to users discount information, to generate the most effective channel to interact with their customers. This mobile client arises at the historic moment, no doubt called Starbucks (Starbucks), with physical store location, gift card information and member reward mechanism and other functions.

Mobile member points reward attracts consumers to use

Starbucks knows very well that the best way to communicate with its customers is to keep sending out discount messages, free drinks and some birthday gifts. In general, because consumers need to constantly use the client to check points, mobile apps can increase user viscosity and interaction.

Mobile payment Technology of Starbucks

In countries such as the UK, the United States and Canada, Starbucks uses mobile phones to improve consumers' payment experience. Users can recharge their accounts on mobile apps, and when they go to Starbucks stores, as long as the payment bar code on the phone is displayed, they can complete the payment in 2 seconds and get Starbucks points.

Starbucks has created and improved the interactive mobile retail experience, accelerated the speed of payment, and proved that it knows the needs and experiences of customers. In other words, when trying to develop the mobile market, customers are the top priority.

Increase Starbucks user loyalty through personalized offers

Chinese mainland has seamlessly embedded user loyalty management into its mobile app, which is not a new concept, but it has successfully replaced the traditional Starbucks card through points incentives on the mobile side (Note: Starbucks market users still can't enjoy this move).

In some foreign countries, Starbucks cards are completely free, and Starbucks also offers digital cards in mobile applications. There is no doubt that the star card points system has successfully enhanced consumers' loyalty and stickiness. By constantly giving out star rewards and coupons at the corresponding stage, users will often go to the store to enjoy a cup of free coffee.

Mobile Starbucks cards have spurred consumers to keep using Starbucks mobile apps, as the company found that its consumers are used to spending money to get free rewards. However, in addition to maintaining constant viscosity with users, Starbucks can also get more data from the mobile apps used by its users.

As we all know, Starbucks' reward system is that if users accumulate a certain amount of consumption, they will get the corresponding number of stars, coupons and drinks. Although this incentive system may not be fully applicable to retail services in other industries, using mobile applications to motivate customers, to a large extent, consumers will have better user viscosity and loyalty to the brand.

In addition, the company will also encourage consumers who are active on mobile to do some questionnaires, and Starbucks'"stars" will be paid to those survey accounts, which is naturally a secret. Many users will be happy to participate in these surveys, because they know that these "stars" can bring more discounts and free drinks.

Text messages-obsessive-compulsive disorder will be clicked.

For retailers in different industries, blindly developing a mobile application is not the best marketing method. However, we can learn from Starbucks' other mobile strategies, such as how they dominate the SMS marketing market.

Starbucks uses text messages to attract more customers

In the face of the big cake of SMS marketing, Starbucks focuses more on consumers themselves and their own brand promotion. Each text message will attract more customers to participate in the Star points camp, and the whole concept is the same as the user loyalty project mentioned above.

SMS push is actually consistent with the marketing strategy of mass email, but some data show that the marketing strategy of SMS push has a higher number of clicks, and the chance of SMS being clicked on is often as high as 90%. In addition to the extremely high click-through rate of SMS, another important reason Starbucks adopts SMS promotion is to provide services to customers whose phones cannot use mobile apps, so that they can continue to participate in the loyalty program and win more rewards.

In terms of text message content, Starbucks messages tend to focus on the latest products and offers, which can attract customers to keep visiting their brick-and-mortar stores.

Consumers actively promote Starbucks on social platforms

In addition to mobile apps and text messages, social media is another battleground for Starbucks.

At Starbucks in central London, England, there is a barista with a distinct personality. His name is Lafitte. In his spare time, he will collect the paper cups left by the consumer and take them home, then draw beautiful graffiti on the paper cup with the consumer's name attached, and when the consumer is lucky enough to return to the store, Lafitte will personally return the work of art to that consumer.

Consumers uploaded these pictures of graffiti cups and spread wildly across social networks, filling the Starbucks in London.

Ecstatic consumers will upload the cups directly to different social platforms, and over time, more and more consumers will visit the Starbucks store.

The fact that users actively upload these cups to social platforms has successfully led to brand marketing, which seems to be a difference in social media strategies between Starbucks and other retailers. Using the initiative of users to spread the brand will go further and wider, because Starbucks understands the mentality of consumers.

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Methods and skills of roasting coffee in household iron pot

In order for you to quickly master the skills of iron pot baking, I have summarized it into a ten-step concise guide:

1. Open your range hood or kitchen window. Keep all the items you need within reach.

2. Measure 9 ounces of raw coffee beans, or 12 ounces in a larger pot.

3. Cover the pan and preheat the wok over low heat. Measure 500 degrees Fahrenheit (260 degrees Celsius) through an oven thermometer placed in the pan and keep it stable.

4. Take out the thermometer, pour the raw beans into the pan, cover the pot, put on the insulation gloves and start shaking the wok.

5. This is the most intuitive but also the roughest and most chaotic baking method. You need to shake the wok to keep the raw beans moving. Carefully distinguish the sound and fragrance of an explosion for about 5 minutes. Wait a moment and open the lid of the pot to check the color.

6. It is easy to scorch coffee beans if the temperature is too high, so it is best to fine-tune the flame after an explosion. Because the baking process will actually continue until the coffee beans completely cool, you need to pour the coffee beans from the frying pan into the metal sieve pan in advance when the color of the coffee beans is slightly lighter than you need.

7. Stir the beans in a metal sieve pan with a large spoon until the temperature is so low that you can touch them. You may need to wear insulation gloves to prevent scalds. Doing this step outdoors will help cool down faster.

8. If the beans are still covered with light silver skins, simply stirring and blowing will easily remove them. Please finish this process outdoors or in the sink, otherwise you will have to prepare to sweep the floor.

9. Beans should be kept away from light in sealed glass jars (not refrigerated), but for freshly baked beans, it will take 12 hours for them to discharge CO2 before sealing.

10. Freshly roasted warm beans are the most wonderful, but the best flavor of coffee beans appears 4-24 hours after baking, if you can keep them according to the above method. We can all call it fresh coffee beans in 6 days.

The moment you open the coffee can the next morning, you will deeply appreciate the true meaning of fresh coffee. All this can be done with a small iron pot, so what are you waiting for?