At the same time, the brand seems to have forgotten that people come there not just for coffee, which, to be fair, can be drunk at home, but for the consumer experience. Losing the “third place” status in this case is a real nightmare, and, apparently, is already reflect in the company’s financial performance.
One of the few brands in
The current coffee market that does not ne to work on recognition: it is already famous. But even such companies have something to work on: they ne to establish contact with guests, make them “warm”, work for the long term. And Starbucks us to do it this way – just remember the handwritten inscriptions on the cups (and sometimes cute drawings) from the barista, the smell of freshly roast coffee.
Now coffee is deliver to coffee
Shops in vacuum-seal packs, and the inscriptions on the cups have been replac with stamps in many places. And people have lost contact with the brand; the emphasis on the fact that coffee is a handmade product, and there are people business owner database behind it, has disappear. • Read: « Inspiration, algorithms, loneliness: how zoomers build relationships with brands.
Focus on money instead of
Product Harvard Business Review also considers the change. A in Starbucks’ loyalty system to be a mistake – and at the same time a signal of a “wrong turn.” Previously, the company track what consumers were buying – and depending on such a computer is called a server: the quantity of certain products. It gave a bonus (like “buy nine cups of coffee and get the tenth one free”).
Now, the loyalty system depends
On the amount of purchases: what matters is how much consumers spend. The authors of the article believe that this is, of course, still an explicit “you usa data buy more and we’ll give. A you something free” deal. But now that the brand is literally counting the consumers’ money.