Starbucks Plans To Step Up Digital Marketing Efforts

To expand its digital relationships, Starbucks is implementing new ways to attract digitally registered customers beyond the rewards program. For example, the coffee chain is offering its Mobile Order & Pay to all customers and leveraging Wi-Fi sign-ins at its brick-and-mortar stores. In addition, Starbucks is reinventing Frappuccino Happy Hour through the use of single-use digital coupons. Johnson said these efforts are already yielding results and will generate a few million more registered users by the year’s end.

This difference is driving a shift in Starbucks’ marketing strategy. In the past, Starbucks has offered a drumbeat of promotional offers that have not necessarily led to sustained sales. For example, the company offered a Frappuccino Happy Hour to all of its customers over a short period of time. But that strategy didn’t work: The deal didn’t improve sales of other drinks in 2017. The promotion saw “a lower-than-expected lift in non-discounted Frappuccino beverages following Happy Hour,” Chief Financial Officer Scott Maw explained on a July 2017 conference call.

As a result, the company is taking a new approach. Starbucks’ updated program will sign customers up for direct digital relationships and promote a variety of beverages throughout the year. In essence, the goal behind the shift is to transition from a short-term, one-and-done approach for promotions to more sustained marketing efforts. Through this strategy, the company is expanding its digital reach beyond its loyal rewards members to connect with as many non-rewards customers as possible. Starbucks can now personalize its communications to customers while also gaining direct access to them.

China Expansion

Starbucks already has 3,200 company-operated stores in 141 cities across Mainland China, but the coffee chain anticipates a larger potential market there.

“The opportunities for Starbucks in China, which are significant, are growing along with the size and scale of our business,” Johnson said on the call.

To that end, the company is holding a China Investor Tour. Of course, the company is no stranger to China: It’s been in the Chinese market for 20 years. According to Johnson, the middle-class population in China stands around 600 million people, which could provide an expanded market for the company.

“No Western company or brand is better positioned to benefit from the rapidly expanding Chinese middle class than Starbucks,” Johnson said.