Starbucks is an American coffee house that
was established in 1971. This Seattle based coffee shop started off from a
small coffeehouse that served roasted coffee. Until now it is one of the
biggest coffee retailers in the world and has over 21000 stores in 65
countries. The company don’t limit themselves by offering traditional coffee,
they also served a wide variety of coffee mix from hot to cold, tea, chocolate
and foods. And of course, with the
ever-changing time and technology, Starbucks also took part into social
technology frenzy where it makes it easier to connect with the customers.
Innovation is extremely important for business that want to make a breakthrough in the industry. It allows creativity and imagination to take part in shaping the business strategy. Starbucks is an example of business that create innovation in its marketing strategy. The company entered the online media since
2008 where they created a Facebook fan page. The company used the fan pages
greatly because on the fan page, people are able to search not only locations
of Starbucks stores but also information for job within the stores. Thus makes
it easier for the company to indirectly communicate with their customer. According to McKinsey (2012) communication or interaction mechanism in a business plays an important part because it create a close relationship between customer and the company. Customer able to gives feedback and support to make the company better.
In addition, the company also expand
themselves in online media through twitter. As an example, Starbuck has a few
twitter that are based on different countries such as @StarbucksAu @StarbucksCanada @StarbucksGer,
etc. Starbucks customer can mentioned the Starbucks account for feedback or just sharing about their experience with Starbucks. In return, lucky followers will be able to see reposting of pictures they shared. Hence enabled them to reach more
of their customer while sharing info on news about the company.
And as
for Instagram, the company utilise it as a way to appreciate their customer
such as reposting the pictures that people shared about Starbucks coffee. The
practices of these social technology tools are the same, it has a goal to
expand and market Starbucks Company worldwide and to interact more with the
customer. Because the company able to recognise the importance of interaction
between company and customer.
Reference
Starbucks. (2014). Our heritage. Retrieved
September 5, 2014 from
http://www.starbucks.com/about-us/our-heritage
http://www.starbucks.com/about-us/our-heritage
Facebook. (2014).
Starbucks. Retrieved September 5, 2014 from https://www.facebook.com/Starbucks
Twitter. (2014).
Starbucks. Retrieved September 5, 2014 from https://twitter.com/Starbucks
Looks like Starbucks is using social technologies for marketing communication/interaction (McKinsey report July 2012).
ReplyDeleteI've not seen many big retail business use Instagram for their social strategies. Mostly always facebook and twitter. I wonder why?
Nice blog post. Great to see an case study of a retail business using Instagram.
Explore my blog http://goo.gl/54KEiT
where I talked about using facebook, twitter, pinterest and google+ for a big retailer ;)
Hey Andre, Thank you for your comment.
DeleteYes...not all business has use instagram, since the primary use is only sharing pictures.
What a great feedback, Thank you for point out the theory from McKinsey. I might need to edit some parts.:)
i think this is a great blog!
ReplyDeleteI would say, it is smart for them as a one of big company and for their innovation in marketing and sale of their product around the world.
I enjoyed reading your blogs! Interesting!
If you have time, feel free to read and leave comment in my blog about retail-clothing company.
http://mel-enterprise.blogspot.com.au/
Good Luck!
Thank you Merry,
DeleteYes, and even great is that for Twitter they have different twitter for different country.I don't know how they manage it but good job for them.
Good luck to you as well