Starbucks launches ferocious holiday marketing in the United States-Why is unconditional free coffee not in China?
Christmas sales are a highlight that cannot be ignored. In addition to free coffee, Starbucks has some new ideas this year, mainly emphasizing interaction with customers, such as the classic Christmas "red cup," this season launched 13 customer-designed cup patterns, from 6 countries 1200 applications stand out. In the meantime, this year they will continue to distribute limited edition blank red cups and invite customers to pick up pens and create on the body of the cup before posting it to social networking sites.
Nurturing customer loyalty is also urgently needed by Starbucks at the moment. It and Dunkin 'Donuts both have their own points membership clubs, but the latter's results are obviously better than the former: according to financial data, Starbucks accumulated 2 million members from 2009 to 2014, while Dunkin' Donuts had 4.3 million members in two years (its opening speed is still lower than Starbucks). And one way to get more members is to boost their engagement with offers and discounts.
In general, if there is an event store nearby, you can definitely get a cup of coffee, and you can also get a discount card called Cheer Card, which can get up to 50% discount on cream cold coffee, holiday Flat White special or lunch sandwich, salad series; or buy any coffee with cookies, etc.
Such aggressive offers are bound to lead to long lines at event stores, which is exactly what Starbucks wants. As we've reported many times before, Starbucks is facing continued growth this year. In addition to opening new stores, same-store sales growth at older stores is also something they need to focus on to cope with the sluggish restaurant industry and competitors such as Dunkin 'Donuts who are pushing into the coffee market and getting bigger.
The campaign has no rules, just free coffee and no other drinks for consumers. A total of 1000 stores nationwide will participate in the promotion, and 100 stores will deliver espresso coffee (mocha, cappuccino, latte) from 1 p.m. to 2 p.m. every day between December 23 and January 2.
Like Snapchat, which publishes a glasses sales point every day, Starbucks also puts a map on its website, and the location of the event will be announced on the same day. Consumer enthusiasm was high, judging by Twitter response, but there were also complaints about the uneven distribution of stores across states, such as 10 stores in New York and only one in Iowa
Americans who pay a little attention to Starbucks 'website these days probably have a chance to pick up a free medium cup of coffee at a store near home.
Starbucks 'holiday marketing during this period, in addition to launching the usual red Christmas cup and the first homemade animated drama, also launched the "Ten Days of Joy" campaign from Christmas.
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The coffee drama "Big leftovers" and "small Hotels and Hotels" produced by passersby landed on the three major landmarks of Beijing.
As the first person of domestic coffee drama, Ma Yan modestly said that he is not the first person. Coffee drama has actually existed in Europe for decades, and it is still a popular form of drama presentation. It was tried in China in the 1980s. Ma Yan told reporters that in fact, the most difficult thing about making a coffee drama is that the actors are in the role from beginning to end, and they are far away from the audience.
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Revenue rose 16% month-on-month to $5.07 billion in the final fourth-quarter earnings report, and it has to be said that the absolute number of store expansions offset the decline in individual store performance to some extent. In addition, price increases are also an important factor in revenue growth. Back in July, Starbucks announced a 30-cent price hike on some drinks, up from 5-20 cents last year. Although this is not
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