Starbucks 3 poison moves to become the most successful and largest O2O organization

When it comes to "technology companies", the first brand that comes to mind is definitely not Starbucks, because Starbucks is not the first retailer to sell products through the Internet and use mobile phone app, let alone stop Starbucks from using technology to make consumers addicted.

In the past, coffee was sold by caffeine, but now it is necessary to seize consumers'"technology addiction" if they want to sell coffee well. In fact, Starbucks has become the most successful and largest O2O case, with about 45 million consumers spending at Starbucks every week, of which about 9 million use mobile phones to place orders to pay. What "drug tricks" does it have to make users addicted?

Poison trick 1: do mobile phone app crazily

When it comes to "technology companies," the first brand that comes to mind is definitely not Starbucks, because Starbucks is not the first retailer to sell products on mobile phones, and Starbucks doesn't sell the best coffee, but that doesn't prevent Starbucks from having the best mobile retail app.

"We believe we will be invincible, and with the development of the mobile consumer economy, our position will only be consolidated and become clearer," said HowardSchultz, part-time CEO of Starbucks chairman. This year, Starbucks is in good shape. The newly released financial report shows that Starbucks is doing well and has achieved steady growth again. Starbucks shares are up more than 50% so far this year.

Schultz said that through Starbucks' mobile order and payment function, consumers (in the US) can place an order and pay for coffee through app before arriving at any Starbucks store, and then pick it up at the store without having to wait in line. According to Schultz, Starbucks handles more than 5 million mobile orders a month, and that number is growing rapidly every hour. Starbucks' loyalty program now has 30 million members.

Poison trick 2: go crazy with mobile payments, with 9 million people a week

Recently, Starbucks has signed coffee distribution cooperation agreements with the New York Times, Spotify and Lyft. He described Starbucks' latest on-demand initiative: two weeks ago, Starbucks began delivering coffee to the Empire State Building. As long as consumers log on to Starbucks's delivery site through their app account, and then choose goods to place an order and pay for it, the distributor will deliver the coffee to consumers within half an hour. Later this quarter, Starbucks will also start distribution services in Seattle in partnership with Postmates.

Starbucks has shown in a variety of ways that it has found a way to combine its business model with the way consumers use personal technology products. According to the data, the number of mobile users at Starbucks has increased by 32% year on year. Every week, about 45 million consumers spend at Starbucks, of which about 9 million use mobile phones to place orders to pay. In October, Starbucks' mobile payments in the United States reached a higher level, accounting for 21% of all Starbucks transactions in the United States. I'm afraid even Apple will be jealous of this rapid momentum.

Poison trick 3: work with Apple to build brand stickiness

Starbucks is not the first company to apply digital technology to marketing, but it is definitely one of the best. As early as 2002, Starbucks stores have already achieved Wi-Fi coverage. In 2007, Starbucks partnered with Apple to provide customers with free access to iTunes Music. In 2008, Starbucks launched the Weekly recommendation program, which allows customers to use the cards they get at Starbucks stores in exchange for free downloads of iTunes songs.

As the most profitable company in the world, when Apple is willing to develop a smart design and sticky retail app, it is willing to join forces with the company.

Apple Pay is seen as a sign of Apple's ambitions to dominate digital payments. Cook said that 72 hours after the launch of ApplePay, more than 1 million credit cards were tied to ApplePay, and by the end of September, 14% of households with credit cards had signed up for the service. Although Apple Pay growth is slowing, Cook says transactions on Apple Pay are still growing at double-digit rates. And Apple plans to extend the Apple Pay to all Starbucks stores in the United States in 2016.

Mobile app is the next step in Starbucks' digital strategy chain. Physical store app is not uncommon, but for many retail app, consumer awareness is very low. Even if consumers know about the existence of these app, they may not realize the added value of using these app. And this is the best part of Starbucks' loyalty program.

Starbucks' focus and application of technology spans a number of different areas, including mobile payments, user loyalty and incentives, which are covered to boost sales.

Fundamentally, Starbucks' idea is to combine consumer loyalty programs with other businesses, such as allowing consumers to save stars in a variety of ways and places in exchange for free Starbucks coffee, and not limited to using Starbucks app.

This is how Starbucks attracts more coffee lovers to shop. In addition to the role played by people's desire for caffeine, mobile phone addiction is now another socially accepted addiction, and Starbucks has found a way to combine the two addictions and promote each other.