...Starbucks...The very handy smartphone app will guide you to the nearest store and hold your gift card balances. At the register, they just scan your phone and you’re done.
Better yet, the app now has mobile ordering. Before you even get there, you can order your drink—customized however you like—and it will be waiting on the counter for you. You just walk in and grab it. Magic.
This is where it gets interesting: The Starbucks loyalty program ties into the app too, using points to incentivize behavior, much like online merchants do.
It does this by sending personalized promotion offers.
This new approach to retail marketing isn’t the old shotgun advertising (pull the trigger and hope you hit something). It’s a sniper rifle aimed right at my weak spot....
...What if the store could offer each customer precisely what it takes to make them buy, and not a penny more? That’s kind of what Starbucks is doing.
Every month or so, they send me an offer that says, “Buy these three products in the next week and get 100 Bonus Stars.” Normally, you would have to spend $50 to earn 100 stars. So this isn’t a negligible amount of money.
There’s a pattern to the three products too. Two are always items I bought recently. The third one will be something I’ve never bought before. They offer me a reward for trying it… and it usually works...
... “Star Dash.” It awards escalating bonus stars for making multiple visits in a defined period.
...Frequency of visit and average ticket size are key metrics for any retailer. The Starbucks app tracks those by customer...
...Walmart (WMT) offers store pickup for online orders. Last month, it launched a “Pickup Discount” ...
...another element to this: supply chain efficiency...
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