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Starbucks Content Network

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Screenshots captured on 10/21/10 of http://starbucks.yahoo.com as viewed while on the ATT wifi network at a store in Saint Paul. ...

Screenshots captured on 10/21/10 of http://starbucks.yahoo.com as viewed while on the ATT wifi network at a store in Saint Paul.

I am both curious and eager to see the results of curated content in this unique distribution channel.

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  • I hear you on the promotion side. They do redirect to a landing page for this anytime I've passed through their WIFI authorization gate. So, anyone who does successfully connect to their network presumably will know about this offering. In my experience I've seen table tents as well as pamphlets in store, news articles and other media out of store.
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  • Totally makes sense in terms of rationale. Having been at a few different stores here, the lack of promotion of said content is a serious faux pas. That is unless they are trying to extend the visits of folks who already have a propensity to sit down and open up their laptop at Starbucks, vs convert come-in-buy-and-go folks into sit down folks.

    Either way, thanks for the heads up
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  • From what I've read their data says that if they can extend the duration of a visit then the cash spent as well as the number of visits overtime go way up. So it must cost less in aggregate to run the site and obtain the content than the amount they calculate they will gain (per customer). That is if their rational is a pure P&L play. This is one way to increase the time you spend in the store and therefore their profit overtime under the logic I've seen.
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  • Very interesting concept. I say interesting because I have not heard of this which is a little alarming to me since i have a Starbucks every weekday and actually go into the store 3 times a week (versus drive through).

    Be interesting to know what the goals behind this initiative are? Retention solely or are they wanting to convert pass and drive bys into store stays.
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  • Screenshots captured on 10/21/10 of http://starbucks.yahoo.com as viewed while on the ATT wifi network at a store in Saint Paul.

    I am both curious and eager to see the results of curated content in this unique distribution channel.
    Are you sure you want to
    Your message goes here
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