Starbucks and Engagement

From Jeff Bullas' Blog (A GREAT RESOURCE!)


 

Marketing is becoming more digital and stores and brands that primarily rely on offline marketing such as newspapers, television and other mass media and continue to ignore the importance of  the digital world will find it increasingly difficult to engage with their customers and will be overwhelmed by competitors that understand that for most businesses the future is web and social online engagement, even if it is not an online store.
The challenge for bricks and mortar companies and stores is “thinking” digital and online and “immersing” your business in it.
Digital immersion does not come naturally for offline brands as it hard to develop that mindset when you are not a technology company or unfamiliar with the web and its fast moving channels.
Starbucks is a plain old bricks and mortar coffee shop. They have not worked out how to digitise the coffee but they have worked out how to engage their customers both in the the store and in cyberspace. Just this week they have announced free unlimited wireless internet in all their stores and along with that are providing a whole range of content such as the Wall Street Journal that is normally behind paid walls. According to the Chief Information Officer at Starbucks, Stephen Gillett, the goal is to bring the overall Starbucks in-store experience online.

Read more at http://www.jeffbullas.com/2010/06/14/starbucks-and-the-4-keys-to-social-media-engagement/#OA6zuHTYtkPbeOtg.99

Digital immersion does not come naturally for offline brands as it hard to develop that mindset when you are not a technology company or unfamiliar with the web and its fast moving channels.
Starbucks is a plain old bricks and mortar coffee shop. They have not worked out how to digitise the coffee but they have worked out how to engage their customers both in the the store and in cyberspace. Just this week they have announced free unlimited wireless internet in all their stores and along with that are providing a whole range of content such as the Wall Street Journal that is normally behind paid walls. According to the Chief Information Officer at Starbucks, Stephen Gillett, the goal is to bring the overall Starbucks in-store experience online.


Read more at http://www.jeffbullas.com/2010/06/14/starbucks-and-the-4-keys-to-social-media-engagement/#V5CAIfKQeRieBuCR.99

Digital immersion does not come naturally for offline brands as it hard to develop that mindset when you are not a technology company or unfamiliar with the web and its fast moving channels.
Starbucks is a plain old bricks and mortar coffee shop. They have not worked out how to digitise the coffee but they have worked out how to engage their customers both in the the store and in cyberspace. Just this week they have announced free unlimited wireless internet in all their stores and along with that are providing a whole range of content such as the Wall Street Journal that is normally behind paid walls. According to the Chief Information Officer at Starbucks, Stephen Gillett, the goal is to bring the overall Starbucks in-store experience online.


Read more at http://www.jeffbullas.com/2010/06/14/starbucks-and-the-4-keys-to-social-media-engagement/#V5CAIfKQeRieBuCR.99