Free drinks for 30 years? The ultimate secret of Starbucks membership card! Explore the Future of Catering member Marketing

Starbucks Starbucks card must be no stranger to friends who often drink coffee, but at the beginning of this year, Starbucks membership card once again released a big move: lifetime free card! The global limit is 14, and you can get a cup of coffee with your card every day during the 30-year validity period! For lattes, 30 x 365 x 30=328500RMB! Yes, you read it right. It's worth 328,000! If you participate in the lucky draw, you will have a chance to win! Take home free coffee for 30 years! This card is in hand, I have a selfie!

In fact, Starbucks first launched the Starbucks card is to compete with Costa market, through the membership card discount form to bind their own customers, but also in the customer checkout at the same time to meet a little vanity. In the later stage, Starbucks played the Starbucks card to the extreme and brought unpredictable benefits to its development in the global market. Let's take a look at how Starbucks plays with membership cards.

The Origin of "Star Card"

Although both coffee brands were founded in the 1970s, it is clear that Starbucks is growing faster than Costa in the global market. At present, Starbucks has more than 20, 000 stores worldwide, while Costa has about 2000 stores. Judging by the number of stores, Costa has indeed been much slower and has been suppressed by Starbucks. In fact, most of the advantages are due to the launch of the "Star Card".

Looking back a few years ago, Starbucks found that its business was getting worse and worse, while Costa was so hot that it was packed with customers. Starbucks was so strange that it sent someone to inquire, only to find out that Costa adopted a new marketing strategy, that is, membership discount cards. But how does a small membership card help it reverse the market?

It turns out that when customers order coffee at Costa, the service staff will recommend it to apply for a membership card of 88 yuan. the cup of coffee worth 36 yuan on the same day is free, and you can enjoy a 10% discount on your card in the future. The results show that 70% of customers will buy this membership card.

Aware of this move by its competitors, Starbucks quickly launched its own membership card, the Starbucks Card, which suppressed Costa in the global market. Next, let's take a look at the mystery in the Star Card.

The Secret of Star Card

Expand the first consumption unit price, Costa membership card model for users, a membership card 88 yuan, a cup of coffee worth 36 yuan, so the actual card fee is 53 yuan, and can continue to enjoy discounts, very cost-effective. But for businesses, the real situation is that customers spend an extra 53 yuan and do not get any products. If customers spend again with a card, the merchants generate sustained profits. If customers stop spending, the price of the first cup of coffee is 88 yuan. Starbucks Star enjoy card on the basis of this model to upgrade the tactics, but also become the key to win the membership card war.

Member bundling tactics, Starbucks figured out the mystery of Costa membership card, also launched the same Starbucks card. While the first cup is as free as Costa, three buy one get one free invitation rolls, one breakfast invitation roll and one rising cup coupon have been added. Buy one get one free coupon, as the name implies, you only need to pay the price of one cup through the voucher to buy two cups of coffee, while the breakfast coupon means that customers can get a free medium cup of coffee before 11:00

In fact, there are two purposes behind these two coupons: first, the function of the invitation coupon is to help its customers obtain it through loyal users, and after obtaining it, customers will have the opportunity to change the probability of issuing a card and constantly expand the number of members; second, it is worth it. Through the card with coupons to attract more customers to buy. At present, these two points are only at the level of customer acquisition.

With new customers, it is natural to consider the problem of old customers, and Starbucks cleverly solved this problem through the points system and in the form of collecting stars.

Customers get a star for every 50 yuan spent, from the initial level of "silver star" to the later cumulative upgrade of "jade star" and "gold star", different levels will have different discounts, and through the "upgrade" system, firmly locked in consumer customers and consumer groups.

Pricing strategy, friends who often take care of Starbucks will know that Starbucks is generally divided into three cup types: medium cup, large cup and oversized cup. The price difference between each cup size is 3 yuan, and these 3 yuan also have a marketing strategy.

In the intuitive impression of the medium cup and the large cup, the difference between the two words has produced a preconceived deviation, and the big cup with a difference of 3 yuan has naturally become the choice of more than 90% of customers. When you find that the price between a large cup and an oversized cup is only 3 yuan, will you have the impulse to raise the cup again? When customers choose between a large cup and a super-large cup, the service staff are not involved in any guide to consumption, and most consumers will enlarge their needs to buy a large cup or even a super-large cup. At this time, the Starbucks Cup pricing strategy is naturally realized.

It is not difficult for catering to learn from Starbucks' transfer membership system.

At this point, you must have understood the mystery of Starbucks member marketing, and the success of Starbucks card is also a good marketing case, and the same model, can the traditional catering industry learn from it?

In fact, as early as May 2006, the catering industry marketing cloud service provider-elegant seat, has already begun to help catering enterprises to provide membership card points transactions and marketing service support. And in addition to the single card purchase mode of Starbucks, VIP also provides more comprehensive member marketing service support for 100 catering enterprises across the country through the independent development of CRM system.

After nearly 10 years of deep ploughing and practical experience in the industry, there are tens of thousands of catering enterprises serving and managing more than 50 million member data, of which 45 are among the top 100 catering companies. And catering enterprises how to learn from Starbucks model for member marketing, your seat must have the most say in this respect.

Members store value. In the capital catering circle, Jin million has long been known to people. Yazu once created a "stored value marketing" for Jin million, with a stored value of 1000 yuan and bicycles back home, bringing a total of 26 million yuan in stored value income to Jin million in two months! This "stored value marketing" not only helps Jin million recover costs quickly, but also improves customer stickiness, laying the foundation for building a stable customer base and reducing cash pressure. And the cash income from stored value also gives Jin million more choices in terms of store expansion and investment.

Discount pricing, Captain Hot Pot currently has stores all over the country. During the opening of the Zhengzhou Captain Hot Pot Restaurant, Yazu created a "stored value marketing" of "deposit 600 get 300 free, deposit 1000 get 600 free", which seems to be 50% discount. in fact, the discount strategy of a minimum discount of 6.7% helps it recover 1 million of the cost through stored value within less than one month of opening the store, which is equivalent to half the principal of the new store. At the same time, it helps the captain to lock in more than 3 times of stored value consumption, which lays a solid foundation for its future market development in Zhengzhou.

It is believed that through the two cases of Starbucks Starbucks enjoy card and elegant seat, it can help diners to learn from the marketing decision-making.

The Future of Catering member Marketing

At present, in the US market, Starbucks has been able to make consumption reminders and payments to members through mobile clients, and has accounted for more than 15 per cent of traditional payment revenue, or about 6 million transactions a week. The brand-new model of "pay as a member", jointly released by Alipay and word-of-mouth, has also been put online. After merchants have opened the Alipay function, they will seamlessly get through the data of payment, merchants and members, and connect Taobao backstage big data with the elegant seat CRM system, so as to provide more accurate marketing advice, bring more profits for enterprises, and effectively reduce marketing costs.

Why there is no interest in your membership card, while Starbucks membership card is lovable, you should really think about it!

Marketing ≠ promotion, member marketing ≠ selling membership card, the business inside is actually very tedious, if catering enterprises are interested or have doubts, you can go to Starbucks or Jin million on-the-spot visit, develop a set of marketing plan suitable for yourself.

Source: science and technology news