Starbuck - Part 3 Four Strategy Analysis - Customer Flow Management

2,142 views
1,704 views

Published on

All data from public. Just for acedmic propose

Published in: Marketing, Technology
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,142
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

Starbuck - Part 3 Four Strategy Analysis - Customer Flow Management

  1. 1. Wai Yan-Charlotte. Lee Edhec MSc Marketing 2013
  2. 2. Company Background & Brand Identity Commercial and Economic Model 4 Strategy Analysis Business Development in France Conclusion Agenda
  3. 3. 3. Four Strategy Analysis – Customer Flow Management • Starbucks’ core issue is to increase customer’s average basket by encouraging him to consume more than once. • The management of customer flows, during busy hours, was a major problem. • queuing and checkout process more fluid, especially between 12pm to 2pm? • Should separate queues be introduced, or the use of contactless payment systems or a book-ahead option? Strategy from Sophie
  4. 4. 3. Four Strategy Analysis – Customer Flow Management Customer Portfolio at Starbucks • After arrival shop in Peak period, Starbuck will face unstructured queues since customers form a queue in unpredictable time and varying on store locations. • The waiting time of customer has probably the greatest risk of impacting customer experience negatively.
  5. 5. 3. Four Strategy Analysis – Customer Flow Management Customer Portfolio at Starbucks client Type % of people Characteristic 1 Awkward Blackberry 38% BlackBerry junkies feel “awkwardness or emptiness when they’re not digitally 
connected,” says Wood. They send business e-mails when it would be better to take a break and “do their deep breathing 2 Refiller 9% In addition to clutching empty cups, cheapskates seeking refills often bob their heads and tap their feet. “That reminds me of, ‘Please sir, I want some more” from Oliver Twist,” says Wood. “These people are charged up, and if others don’t mirror their speed, they’ll be agitated 3 Primper 3% Some female line-waiters toss their hair and check their makeup. They also tend to wear the highest heels. “They’re showing their wares and saying, ‘Appreciate the fact that I am a young, attractive female,’” says Wood. “It’s a very feminine thing to do,” says Maestripieri
  6. 6. 3. Four Strategy Analysis – Customer Flow Management Customer Portfolio at Starbucks client Type % of people Characteristic 4 Muzak Swayer 5% Some queue-huggers unconsciously rock to Starbucks’ adult contemporary playlists featuring artists like Sarah McLachlan. “It goes back to how we were swayed in the womb,” says Wood. -Maestripieri notes: “Some people don’t get fat because they’re constantly moving.” 5 Sandwich Cradler 8% Gently nestling plastic-wrapped sandwiches and cups of yogurt next to the female bosom is a “gender-based comforting cue,” says Woods. According to Reiman, the female line-waiter might be “feeling slightly nervous, apprehensive, or insecure 6 Food case fondler 7% Touching the snack case with your hands or body? It’s disgusting but forgivable because physical contact with food is reassuring, suggests Norman. The guy with his leg on the display like a dog on a hydrant? Not O.K. He may be thinking, Wood says, “‘I’m the king 7 Food case starer 14% Some people glance longingly at Double Fudge Mini-Donuts—but then get only coffee. “There’s some fantasizing going on,” says Reiman. Norman has a different scientific theory: “They simply blanked out.”
  7. 7. 3. Four Strategy Analysis – Customer Flow Management Customer Portfolio at Starbucks client Type % of people Characteristic 8 Klutzy Wallet Fumbler 6% Some men nervously mishandle their back pockets during wallet extraction. “They feel like they’re exposing themselves,” says Wood. Reiman explains that tactile pressure like rubbing can be a comforting gesture “that helps you through the moment.” 9 Arm- Toucher 5% These people come in pairs, apparently from the same office, and chat while lightly touching each other’s arms. “It shows their connection and says, ‘I reward you for being with me,’ ” Wood notes. Adds Reiman: “It’s a way of saying, ‘I’m confident in our relationship.’ ” 10 Counter Seducer 3% Certain customers chat up the staff beyond usual pleasantries. It slows the initial interaction, says Wood, “but often ends up creating a better experience.” Maestripieri notes: “Research shows that people who actually enjoy engaging in social interactions do better in life and live longer.”
  8. 8. 3. Four Strategy Analysis – Customer Flow Management Work Flow Management Based on work flow below, the queue will be formed in 3 critical points: 1. Waiting for available cashier, 2. Waiting for available Barista, 3. Waiting for coffee to be picked up Challenge : Preparation time of Latter or Expresso 22s to 2 minutes
  9. 9. 3. Four Strategy Analysis – Customer Flow Management Minimize the actual waiting time (Critical Point 1 & 2) • POS system and book-ahead option (portable order machine) to reduce cashier time. • Touch-screen order/payment kiosks aside the restaurant or contactless payment in cashier can reduce the payment transaction time rather than using credit card
  10. 10. 3. Four Strategy Analysis – Customer Flow Management Minimize the actual waiting time (Critical Point 1 & 2) • Through integrated order system , computers help to concentrate and arrange coffee order by category and time. • It can transfer this information to the screen for Barista to group 2-3 same coffees at the same time. • It maximizes the coffee machinery use. • Semi-skilled assistant can help to prepare the cup and insert coffee. Thus, the Barista could pay more time in milk and cream insertion.
  11. 11. 3. Four Strategy Analysis – Customer Flow Management Minimize the actual waiting time (Critical Point 3) • “Beat the queue” IPhone application : Potential of placing your order on mobile phones. This application start queuing virtually on the go already exist. • Reduce the queues during rush hour at lunch time, which is filled with impatient business men. Start queuing on your way to Starbucks
  12. 12. 3. Four Strategy Analysis – Customer Flow Management Minimize the perceived waiting time (Critical Point 3) • If the customers have the opportunity to sit down relaxed and watch relevant, entertaining and informative content while waiting, the wait seems shorter than it actually is - we can offer magazine or online as picture that mainly offer for clients have plenty of time. • Virtual queuing – it mean customers don’t stand in a physical queue/line. The pace in the queue is held by an identity (e.g. ticket number).
  13. 13. 3. Four Strategy Analysis – Customer Flow Management Customer Coffee Buying Habit + Time Frame Business Tourist + Casual Local + Student Time Quick Takeways Plenty of time Plenty of time Desire Manage queue Service delivery High quality product Enjoyable experience Chatting Social
  14. 14. 3. Four Strategy Analysis – Customer Flow Management Customer Coffee Buying Habit + Time Frame • 38% in customer traffic • Offering express service to shorten waiting and service delivery • book-ahead option also separate the clients flow especially they just buy sandwiches and bottle of drink • coffee refilled and urgent business group - small corner of self-service e.g. “Starbuck Office Coffee Service Machinery” at corner of shop
  15. 15. 3. Four Strategy Analysis – Customer Flow Management Customer Coffee Buying Habit + Time Frame • This group has plenty of time and long-term • donate loyalty card or discounting to enough them to enjoy lunch non-peak period. • The clients at night mainly are for discussion and social activities. • It would attach some promotion program to attract this group of people e.g. buy 2 get 1 free and widen variety of food. This is a good way to attract more customer traffic and increase the average basket.
  16. 16. 3. Four Strategy Analysis – Customer Flow Management Customer Coffee Buying Habit + Time Frame • Variable, Unpredictable, Not in big no, Plenty of time. • Using POS and book-ahead option, those clients can wait in our shop by checking internet or reading magazine (concept of book cafe, tourist guides etc.). • Limited period of new product tasting program in non- peak period: it relieve the clients (especially for the casual or local clients) over-concentrate and generate viral discussion topic

×