Dig deep into the top secret business that Starbucks and COSTA won't tell you.

To take Starbucks and COSTA as an example, in addition to scene marketing, there are also some unknown marketing secrets, coffee shops that are good at insight into human weaknesses, how they make money from customers.

1. Powerful "membership card"

There are only two best cafes in the world: a Starbucks and a COSTA. They are like KFC and McDonald's, generally not on the opposite side, just not far away.

One day, Starbucks Coffee found that its business was getting worse and worse recently, while the business of COSTA Coffee did not decline, so it was strange to send someone to inquire about it. It turned out that COSTA Coffee had adopted a new marketing strategy, that is, its membership discount card.

You might say that a membership discount card can cause so much power, I don't believe it? Because a lot of membership cards around us are useless, right?

Yes, but they play differently.

When you go into COSTA coffee and order a 36 yuan latte and are ready to take out your wallet to pay for it, the waiter tells you, "do you know, sir?" This cup of coffee costs 36 yuan. You can get it for free today. "

At this point, you must want to know, so you will ask, "how do you get it?"

Then the waiter will say, "it's very simple. You apply for a discount card of 88 yuan. This cup of coffee is free today." And this card is used all over the country, and you can enjoy a 10% discount on COSTA coffee at any time. "

The results show that about 70% of customers buy this discount card.

OK, do you find anything wrong at this time? this strategy is to kill two birds with one stone, very ingenious, and unknown.

1. Expand the unit price of consumers for the first time

Let's calculate the account. if there are 100 users every day and each person spends 36 yuan, then the sales volume is 3600 yuan. If the cost of each cup of coffee is 4 yuan, then the profit is: 3200 yuan, right?

What about after the introduction of discount cards? If you introduce 70 people to 100 people who have bought discount cards, it is (30 people x 36 yuan) + (70 people x 88 yuan) = 7240 yuan. If the production cost of each card is 2 yuan, then the profit is: 6700 yuan. It is not difficult to find that profits have doubled while the number of customers remains the same.

What's even more amazing is that users also feel like they're taking advantage. Why?

The reason is very simple, because the value of coffee for users is 36 yuan, so get a discount card 88 yuan, send a cup of coffee, 88-36 yuan 53 yuan, and then this card can continue to discount later, very good.

But what is the real situation? To tell you directly, in fact, I spent an extra 53 yuan and didn't buy anything.

Why do you say this? the reason is very simple. The discount is based on your consumption. If you do not spend, this card will not be used for you. Even if you spend, it will continue to contribute profits to him.

2. Lock the consumer

When you respond to the idea of COSTA coffee, you get a discount card, in the moment you get the card, in fact, they have locked in your consumption, why? Very simply, because the price of COSTA coffee is close to that of Starbucks coffee, the next time you want to drink coffee, you will find a discount card, so you will not consider Starbucks.

Ok, of course, as you know, Starbucks is not a fool. After discovering it, they also launched a "Starbucks Card", which is different from the discount card of COSTA Coffee. Its marketing strategy is similar. It also tells you when you spend, Sir, this cup of coffee is free, and then sell the card to you, but this card can not be discounted, can be scored, there are some excellent designs, such as:

Invitation coupons for relatives and friends: it means that you only need to pay for one cup when you buy two cups at once (including three).

Breakfast coffee invitation coupon: refers to the purchase of any tall cup beverage before 11:00 in the morning, free of charge

Invitation voucher for a rising cup: it means that you only need to pay for a medium cup when you buy a large drink.

First of all, these designs allow you to invite your friends for coffee, which is actually asking users to help them "catch potential". The design of the last two coupons is mainly to make users feel that they are worth the ticket price, and then users feel that their identity has changed. With an inexplicable sense of existence.

And the wonderful thing about the star card is that it has designed an "upgrade" system, and people naturally like to upgrade. People go up and water flows down.

See the "jade star" written on it? When we collect five stars, we will rise to the jade star, and there will be various discounts for the jade star, and there will be a gold star after the jade star!

1 points = 1 yuan, 50 points = 1 star, that is, when you have 250 points = 5 stars (the number of good 2), you can rise to Jade Star, about 8 cups of coffee.

At this point, I don't know if you have the feeling of opening up.

Second, the price trap of cafes

First, let's take a look at the order board above their heads and see if we can find anything suspicious in it:

Yes, you read it correctly, that is, no matter what their product is, the price difference between medium cup, large cup and extra large cup is only 3 yuan. Do you know what the purpose of this design is?

There is only one purpose, that is, to let the customer move forward automatically in the comparison, choose greater than or equal to "big cup", can you understand what this means?

When you see such a price tag, you will compare that the large cup is only 3 yuan more expensive than the medium cup, of course, the large cup is only 3 yuan more expensive, for a cup of 30 yuan coffee, the customer who chooses the large cup is as high as 90%. Now you think it's over, but it's not. When you decide to buy a large cup, you are excited to find that the extra-large cup costs only 36 yuan, hehe.

In this way, when customers think in their own minds, they raise their own price anchor step by step, and then say, "waiter, I want a large cup". Note that the waiter does not guide your consumption, it is your own decision.

Do you want to know why? This is determined by human nature, or the original working mechanism of the brain.

1. People often enlarge their needs

We often think that we are rational, but in fact, it is not that when we choose a "cup", almost all of us forget whether we can drink so much, but blindly consider which is more cost-effective to buy. It seems that it is more cost-effective to choose a big cup so as not to lose money.

In the end, I couldn't drink it and threw it in the trash can.

2. People have no understanding of the price of the product and will only compare it in the visible space.

Share a story from an experiment in the American Economist magazine. In the past, they sold magazines in two versions, one in kind, for $100, and the other for an electronic version, with the same content, $60. Usually 80% of people will choose the electronic version and 20% will choose the physical version.

That is, the sales are: (80 people x 60 dollars) + (20 people x 100 dollars) = 6800 dollars, and they encounter a bottleneck in their bookings, that is, if the number of orders does not increase, there is only one option to increase sales, that is, to increase the customer unit price.

Later, a marketing expert gave them an idea, nothing has changed, or the two same versions, the same magazine content, but the transaction propositions are not the same, as a result, their sales have changed dramatically. Why?

Let's take a look at the marketing expert, what kind of magic did he play?

The plan goes like this: $100 for the physical version, $60 for the electronic version, and $105 for the physical plus electronic version.

If it were you, which one would you choose? The results clearly proved it all, with 80 per cent opting for the physical plus electronic version, 10 per cent for the physical version and 10 per cent for the electronic version, thus increasing sales to $10000 without adding any costs.

It is not difficult to find that there is no absolute standard for people to judge value. originally, the Economist's customers chose between $60 and $100, but later added the option of "physical plus electronic". People made a comparison between $105 and $160.

In this way, people in limited time and space, as long as they show different levels, people will automatically compare them, and then choose the one that seems to be the best choice, in order to avoid their own losses, all cognition is based on comparison.

Digression: later, the Economist magazine adjusted its strategy, physical version: $100, electronic version: $60, physical plus electronic version: $100.

Yes, you think you have made a mistake, but it is true. This is the design. What will happen to you? Most people think they have made a mistake, so they go underground crazily.

OK, it doesn't matter whether this point has any inspiration for you. After you think about it, let's continue to share the third point.

Third, I don't know how many people have been seduced by the cup-shaped "activity"

Although this design is ingenious, but I do not advocate, if you know "Luo Yonghao", then you must know this, that is, "excuse me, sir, this is the big cup, this is the medium cup", from the clip of the online movie "Pony".

Why did this bullshit happen? Let's take a look at Starbucks' display cup holder:

Which one is the large cup, please? I have asked 10 people, 10 people think that the top one is a big cup, but if you look at the text at the bottom of the cup, I actually write "extra large cup". Have you been cheated?

When you order coffee, the waiter will ask you, sir, do you want a medium cup or a large cup? obviously, you think the large cup is the top one, and it is only 3 yuan more than the medium cup, and you will answer "large cup".

This is human nature. There are "high, middle and low" and "large, medium and small" in people's brain consciousness. As long as three things are put together, big, medium and small will be automatically labeled, regardless of the words written below.

Out of curiosity, you might ask, "what about the small cup?" Yes, there are small cups, and they put them in the drawer. If you say you want a small cup, they will show it to you. When you see it, I make sure that your eggs hurt, I make sure you don't order it, and you find that no, all their menus do not include the price of small cups, which are hidden by default, just like computer programs.

We can't say whether it's good or bad for Starbucks or COSTA. These are common marketing strategies that take advantage of human nature. It has to be said that digging deep into the characteristics of human nature can indeed design a lot of clever marketing means.