Sales Promotion has spread widely with
Starbucks throughout United States and other nations with hopes of motivating
more customers to purchase, especially in times of economical hardships where
people are less likely to purchase. The coffee company uses all kinds of different
sales promotion. Coming in to Spring for example, Starbucks offered half-price frappuccinos from 3:00-5:00 pm,
during Frappuccino Happy Hour “No coupon is necessary. Just enjoy Frappuccino Happy Hour at all
participating Starbucks! If you’d like daily reminders about this deal so you
don’t miss a day, text HAPPY to 697289” Coming into the end of Summer
Starbucks brought in the Treat Receipt purchasing a Starbucks drink before 2pm
and come back the same day and get any handcrafted cold Grande (16 fl. oz.)
beverage for $2.00. The coffee company gave away free coffee or samples of
their new petites. Coupons or " Buy one and get one FREE" are
frequently used strategies at Starbucks as well.
With the awareness of each customers
"coffee habits" and each specifically chosen sales
promotion, Starbucks shows its major customer related concern which is
typical for the company. Starbucks simply knows its customers. This relationship
is also reflected in personal selling. The staff at Starbucks is not only well
trained in providing advice and information about the products, but they also
know how to build good customer rapport with each individual. CEO Howard
Schultz stated that the company does not believe that brand sustainability
can be achieved only through advertising and sales promotion. How Starbucks
builds its personal relationship to each customer is the company’s key, which
makes thousands of them so loyal.
 |
| Free App cards at the counter of any Starbucks |
Starbucks designed "My Rewards
Cards" of welcome, green and gold especially for their loyal customers in
order to make them even more loyal by benefiting them (Loyalty Marketing
Program). The card is the use of a re-loadable Starbucks card with
which a customer can collect stars. Once gold status is obtained after 30
stars, every 12 stars are collected; from there they can be converted food or
beverage product in the store.
More info can be found at
http://www.starbucks.com/card/rewards
If you vote, coffee is on them
No comments:
Post a Comment