http://www.businessweek.com/technology/content/sep2010/tc20100924_030975.htm
Relevant Article
Starbucks is taking a tip from its users and designing the upcoming Web landing portal to be optimized first for mobile devices instead of traditional Web browsers.Let the digital adventure begin. Traditionally, users/companies access the web through Safari, Firefox, Chrome, or Internet Explorer. Starbucks is going beyond the everyday typical web, creating a new portal which allows users access to free Wi-Fi network. The browser will respond to touch and swipes and can be accessed through smartphones and tablets from Android and Blackberry devices. The site will rely on moving tiles that will create a touch friendly experience for all users.
Much Free Content
The up and coming new development is in partnership with Yahoo focusing on a wide range of premium content such as free iTunes downloads, free Wall Street Journal access, book previews, local Patch.com stories, and content from Nickelodeon, Men's Health, and others. This creates a vast network of free content to all users.
Vice President Adam Brotman explains that users who have their iPhone "myStarbucks app" open in the store will receive alerts notifying them about Starbucks Digital Network. Also, surveys reveal that customers desire mobile ordering of drinks and mobile coupons. Brotman states that the company will tailor to customers' experiences since more and more users are accessing Wi-Fi networks from smaller devices. They will also avoid displaying advertising on the site and instead promote content from partners. “We really don't want to interrupt the experience, but we want to be integrated in a way that just feels right," Brotman said.
Starbucks isn't just settling for a website, it is catering to their customers and to their customers methods of connecting. Starbucks desires to convey to their customers that the customers are important and highly valued to Starbucks and that there is an earnestness to deepen the relationship to ensure they are returning customers.
Business is business……..
I think this is a very smart move for Starbucks. More and more people are connecting to online services through mobile access. Partnering with Yahoo to offer a vast amount of freebies is also a great idea. Simply through reading this post, I am curious about the Starbucks App, and how I can get my hands of free iTunes downloads, etc.
ReplyDeleteI also think it's smart that they consider online ordering through use of a mobile application. As we become more connected through the use of our smartphones, applications are being used to do online banking, organize finances, keep track of grocery lists, etc. Why not have an application that allows someone to place an order using their smartphone? Or access "application only" coupons to use instore. It's a smart idea for them to lean in this direction, and hopefully more companies will take after them.
-Nathalie.
I think it is a very good idea for Starbucks to use technology as a tool to build relationship between their customers. With Wi-Fi being more and more popular, the new Starbucks Digital Network will definitely bring more customers to Starbucks. Not only Starbucks can use technology to improve their sales, every time the customers log on, Starbucks get an immediate access to them. Thus Starbucks has a better knowledge on what their customers need. This is very important to every business because it will help company to come out correct marketing strategy.
ReplyDeleteBy Fang Zou