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Multidimensional Innovation: the Source of Starbucks Brand vigor

Successful marketing requires creativity and passion. In this era of eyeball economy, in order to attract more attention, the most important thing is to produce innovation and differentiation, so that consumers' attention to products can be transformed into consumer behavior. Starbucks for its brand culture to add strategic innovation, in the development of its unique "Starbucks" brand to inject vitality and enduring.

Service innovation: Starbucks also attaches great importance to the development of new service content according to the needs of customers. Seattle-based Starbucks is experimenting with business ideas to attract people into the store and stay longer. When you enter Starbucks, you will feel the music whirling in the air. Jazz, American country music and piano solos are often played in the store. These just cater to those fashionable, trendy, avant-garde white-collar workers. They are facing strong survival pressure every day, and they are in great need of spiritual comfort. at this moment, music plays this role, making you awaken some nostalgia that may have disappeared in your consumption of a culture. Since 2002, Starbucks has launched high-speed wireless Internet access in 1200 stores in North America and Europe, where customers with laptops or personal digital assistants (pda) can browse the web, send and receive emails and download messages over a cozy cup of coffee.

Channel innovation: in 1998, half of all coffee sales in the United States were sold through supermarkets and food. There is a broader market among more than 26000 grocery stores than Starbucks retail chains and special sales channels. Making full use of this channel can bring millions of consumers to the company. in addition, putting products into the supermarket can also save the company's transportation costs and reduce operating costs. The company's retail capacity will also be further strengthened, and Schultz and other company decision makers believe that supermarkets are an important way to continue to expand Starbucks coffee sales. Although Schultz laid down the rule of "refusing to enter the supermarket" because he could not bear the smell of fresh coffee beans, the changing environment constantly required the company to change its principles. In 1997, Schultz and his senior management ordered a move into the supermarket. Despite the risks and difficulties-after all, supermarkets are not sales venues that companies can control. However, the situation that worried Schultz did not happen, on the contrary, the original decision produced good results.

Consumer education: in the process of expanding into Asian countries, Starbucks has to face the problem: promoting and popularizing coffee in a country that is used to drinking tea is bound to encounter emotional resistance from consumers. To this end, Starbucks first focused on promoting "consumer education".

Starbucks branches must hold coffee lectures for customers once a week. The main content is the knowledge of coffee, how to make it yourself, the use of utensils and so on. The form is very flexible, generally choose when there are more customers, the time is controlled at about 30 minutes. Many customers asked questions one after another, and the commentators solved the doubts, and the atmosphere was very active. In Shanghai, Starbucks is planning and implementing a service called "Coffee Room", which says that if three or four people go for coffee together, Starbucks will provide them with a barista. Baristas may or may not, but the message is that the number of customers going to Starbucks is on the rise.

Mystery customer: for Starbucks, word-of-mouth is the best advertisement. In order to achieve the effect of word-of-mouth, it is necessary to serve every guest well. Starbucks' standard is to brew every cup of coffee and grasp every detail. You may be facing the 100th guest today, but for the guest, it is the first cup of coffee that begins with his knowledge of Starbucks. [2]

How to test "make every cup of coffee for the guest"? Starbucks has established a series of evaluation mechanisms, among which "mystery customer" is the most distinctive. That is, in addition to the usual theoretical knowledge inspection and practical operation inspection, they entrust a company with inspection ability to secretly send someone to pretend to be customers and come to various Starbucks coffee stores for consumption. during this period, the staff's service, skills, environmental atmosphere and other omni-directional inspection, and then combined with a comprehensive performance assessment, to determine the service quality of a store, whether a clerk can be promoted, and so on.