Hello Optimist People!
We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.
[Starbucks: An Instant Way to Enjoy Your Drinks in One Touch]
This pandemic has brought several issues for businesses worldwide, and moving through an online platform is one of the strategies to survive. Consumers’ behavior is transforming quickly in the past few months; for example, they don’t hang out or lingering in coffee shops as they usually do before due to the virus’s threat out there. However, a great company like Starbucks knows exactly what method they should execute with this opportunity.
Recently, they have just introduced a campaign which contains three 15-second spots on TV and digital video that bring up its newest holiday drinks with a tagline, “Festive is a tap away, download the app today.” They are intentionally bringing up a campaign to create a persuasive message to download and order drinks through the app.
Furthermore, the company will give away a red holiday cup to U.S. customers who order a holiday beverage. The cup offer is designed to attract people to use the app and is available for in-store, drive-thru, curbside pickup, and delivery. At the same time, Starbucks is trying to point out their seasonal drinks while focusing the mobile system on limiting in-person contact because of coronavirus cases that get severe, also planning the schemes to publicize mobile ordering and payments.
Kevin Johnson, president and CEO of Starbucks, announced that mobile orders rose from 18% of sales in its March quarter to 24% in the September quarter, with improvements to its app and raising consumer awareness about mobile ordering. Mobile ordering has increased dramatically since lockdowns eased in many regions.
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