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Category: Tech

After Wi-Fi: Starbucks’ Digital Strategy

Written on August 14, 2010 by Rudfer Tyron

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Now at Starbucks: Free Wi-Fi. But that is last month's news. The coffee company is now into envisioning a digitally-engineered third-home experience.

“We know that people would pay us for this opportunity. But instead of asking them to pay us, we thought, ‘Let’s aggregate and compile the best content that [ customers] can’t get any where else.’”

Adam Brotman, Starbucks’ Vice President of Digital Ventures, is referring to the Starbucks Digital Network–the store’s personal channel offering hand-picked content from premium providers, such as Rodale, Apple and The New York Times. It fuses Starbucks’ curatorial expertise with digital advantage.

consists of five channel network from the best sources in News, Entertainment, Wellness, Business & Careers and My Neighborhood. In the news section, customers can consume unlimited free access to the Wall Street Journal, as well as USA Today and The New York Times, which are paid content that only the coffee retailer’s patrons can access for free.

There will be no money changing between Starbucks and content providers, as this is a “win-win situation for everyone.” Content providers offer restricted access to market their products. Starbucks gets to deliver an extraordinary in-store, third-place experience and customer satisfaction by getting something valuable without a price.

“This is just the beginning of how we plan to leverage this channel,” adds brotman. He is envisioning days ahead with more Apple booties and Rodale tips, plus a possible social network of Starbucks’ customers as a follow-up.

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