BRANDED <
Above: The new Starbucks logo Right: The newly launched Via range
UK, following on from the launch of our new store design last year. Designers start the process by walk- ing the streets and drawing inspiration from the area. “In February, the first new small neighbourhood store
was opened on Neal Street, Covent Garden – this is just 500 sq ft with a restored Georgian shop front and seats around a large communal table. In March, in the new terminal at Heathrow we are opening a 3,000 sq ft store that will give the busi- ness lounges a run for their money and there will be a second London flagship design store at Brompton Road.” The stores are being built to a green building standard called
LEED, which means 20pc less energy and water usage. For exam- ple, the light bulbs recently have cut each store’s electricity bill by 7pc alone.
Marketing message Starbucks’ marketing efforts are mostly centred on its stores, encompassing campaigns, loyalty cards and new products and offers. “Our marketing efforts are all in and around stores as this is where we connect with customers. For example, the introduction of a €1.50 filter coffee offer to Starbucks Card Rewards members resulted in a 30pc uplift in filter coffee sales in Ireland, and we launched the first ever Dublin Starbucks Card in March 2010. “A fundamental aspect of our marketing message is that we’re
leading in coffee, whether this is about sourcing the finest beans, only sourcing Fairtrade-certified coffee or launching new products, such as Via and the flat white,” says Waring. Starbucks was the first to introduce the flat white to Ireland in January 2010, and in January of this year it launched Via. Developed
using patented technology, Via is a new way for people to
enjoy high-quality coffee in an instant format. It’s very similar to freshly filtered coffee in taste and comes in sachets. “If you look at the way we drink coffee there has
been no innovation for over 40 years and we strived to rein-
vent the whole category. We have been blown away by how it’s sold in the past few weeks in Ireland, which speaks to the fact that the Irish customer has a high appreciation of quality coffee,” says Waring. “We noticed five years ago that sales of whole-bean cof- fee were proportionately higher in Ireland than in other markets, which took us by surprise.” Part of the Via launch involved a collaboration with O2, whereby
people registered with O2 received an alert on their mobile phone if they were in the vicinity of a Starbucks store, encouraging them to go in and try the new coffee. It only happened if the O2 cus- tomers had elected to receive messages from Starbucks. “Digital and mobile technology and social media are going to become increasingly important to our brand and we will continue to try new and different things. Starbucks is already a leading brand on Facebook, with 20 million fans globally – 400,000 in the UK and 20,000 in Ireland,” says Waring. “It was a natural evolution as our brand is about conversation
and bringing people together. Facebook builds a virtual communi- ty, rather than a community in stores. We see it as an opportunity to build dialogue with our customers, rather than a promotional tool or vehicle. Through social media we can hear what customers are saying about what they like or don’t like in real-time.”
‘Digital and mobile technology and social media are going to become increasingly important to our brand and we will continue to try new and different things
Volume 5 Issue 1 2011 Marketing Age 37 ’
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