Starbucks Among Top-10 Mobile Marketers of 2011

It probably is wrong to attribute all the financial success Starbucks has had over the last few years since Starbucks founder Howard Shultz had to step back into the business to turn the company around after several consecutive quarters of negative growth. But it might not be out of line to argue that a new mobile-focused marketing effort has had a positive impact.

What happened?

Starbucks sharpened its focus by moving away from mass marketing to a one-to-one focus, putting the customer at the center of its marketing efforts. Starbucks has developed a mobile marketing program that successfully blends loyalty, incentives, and commerce. The important part of the effort, from a mobile wallet and mobile payments perspective, is that Starbucks has sharply focused on incentives and loyalty to drive business results, not just the addition of a new mobile payment option.

What immediately comes to mind for many is the Starbucks store finder app. That makes it easier for consumers to find a Starbucks location.

Starbucks also has developed mobile programs that allow consumers to shop, search, and purchase through contactless payments. But Starbucks also has integrated web, app, text messaging, out-of-home, display, location-based services, in-store, and direct mail programs. Starbucks among top-10 mobile marketers of 2011

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