The mobile app has more thanMembers of the rewards program and mobile app authorize Starbucks to gather a lot of info about their coffee-buying habits from their preferred drinks to what time of day they’re usually ordering. The boards can feature different items based on time of day, weather, and more (i.e. According to Starbucks, this function uses “methodologies ranging from ethnography to big data analytics… that helps support Starbucks pricing strategy, real estate development planning, product development, trade promotion optimization and marketing strategy.”A few specific ways in which Starbucks uses data analytics to drive business improvements are:In 2008, Howard Schultz returned as CEO to a floundering Starbucks and had to shut down hundreds of store locations. We've analyzed their performance and looked at a few of their metrics and top engaging content to give you an overview of their social media marketing strategy.
Social Media Analytics and Insights on Starbucks. [ii] Starbucks uses a both local and corporate level approach to new stores. Not only does Starbucks go through mounds of coffee beans to satiate its raving fans, but they also have mounds of data that they leverage in many ways to improve the customer experience and their business. In addition, based on ordering preferences, the app will suggest new products (and treats) customers might be interested in trying. lunch items in the afternoon, cold drinks when the weather is hotter). For example, when building out its grocery lines of k-cups and bottled beverages, Starbucks used both data from its stores as well as customer market research to decide which products to create. One finding was that many tea drinkers don’t put sugar in their tea, so Starbucks created two unsweetened tea k-cupsStarbucks is strengthening its ability to use data to drive its menu with its new digital menu boards. Finally, through a partnership with a location-analytics firm Esri, Starbucks also uses data to ‘forecast’ the economic viability of opening a new store in a particular locality based on population density, average incomes, and traffic patterns. The organization has a real estate analytics team (amongst many others) that spearheads its site selection strategy. Starbucks is one of the largest and best-known companies in the world, with over 27,000 stores and $22 billion in revenue last yearData is key to Starbucks, which includes a head of Global Strategy, Insights and Analytics as part of its executive leadership team. Data also drives special limited-offering menu items based on what’s happening at the time. It uses data like population density, average incomes, and traffic patterns to identify target areas for a new store. HeBernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a strategic business & technology advisor to governments and companies. Starbucks is using predictive analytics to turn customer loyalty card data into insight. This intel is driven by the company’sThe same intel that helps Starbucks suggest new products for to try also helps the company send personalized offers and discounts that go far beyond a special birthday discount. It uses data like population density, average incomes, and traffic patterns to identify target areas for a new store.Starbucks also uses data to help align its menu and product lines with consumer preferences. Want to learn more about digital transformation? Though other companies have started to implement data analysis as well, removing Starbucks’ advantages from more general sources like Esri, it will be hard for any competitor to build up the amount of data Starbucks has from its 14 million loyalty program members. Starbucks contracts with a location-analytics company called Esri to use their technology platform that helps analyze maps and retail locations. WithWhen Starbucks launched its rewards program and mobile app, they dramatically increased the data they collected and could use to get to know their customers and extract info about purchasing habits.
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