Starbucks manages the transition from physical stores to online well. While its core business remains beverages consumed in stores, it connects the physical and digital through its loyalty program. Customers earn stars with each purchase and can redeem them for free items both in stores and online. The website functions mostly as an information hub and to promote the loyalty program. It could be improved by simplifying content and better matching customer expectations.

1. www.starbucks.com
Fanta Lynn Kaba;; Evelyn Sindermann; Divya Singh; Pingy Wang; Francesco Garcia; Olamilekan Maraiyesa

2. How well Starbucks manages the
challenge of the transition from
"Bricks to Clicks"?
Quite
well!!
1

3. Why is it a “quite well”
managed transition?
it is always about adapting to trends.
Starbucks products
requires you to get in
to the physical
location
Starbucks is (almost
literally) everywhere
No need for the
website to be a
shopping point for
beverages

4. What’s unique in connecting the
physical and digital in the
marketing approach?
Loyalty
2

5. every time you buy a
cup of coffee, you
earn a star, after
the cup is filled up
with stars, and you
earn a cup of coffee
for free.
In the digital world
In the physical world

6. Conversion from
in store to
website
Not the usual strategy
Seasonal
Products
#PSL
Not only online
promotion
But also in store

7. How would you define a
conversion?
Even though Starbucks
does sell product on
line
3

8. The money comes from beverages
and experiencing Starbucks
…Therefore
A conversion could be defined
by the traffic driven to a
coffee shop

9. The user experience of
Starbucks’ Website.
4

10. What is the primary
experience conveyed?
Reference
Site
It’s basically a
For
With a few other features

11. It is Starbucks most reliable
source for information
Follows
conventions
Clearly
define page
areas
Make it
obvious what’s
clickable

12. What could be
improved?
Too much content
Can get confusing sometimes
Depending on your search

13. How Starbucks.com support ZMOT
and conversion in store or
online?
5

14. People don‘t necessarily search online before making
their purchase decision
The major purpose of this
website is to get people to
join their loyalty program.
You pick up a rewards card and activate it online

15. No “traditional“ ZMOT-moment

16. Recommendations to improve the
user experience of the Web site
Seamless merging multiple
disciplines
Meet the exact needs of
the customer
Simplicity and
elegance
YESRegarding
It’s a great website,
but
7

17. Meet the exact needs of
the customer
They need to re ask themselves
this question

18. Simplicity and elegance that
produce products that are a
joy to use
OK!But not just
for the front
page

19. Matching it with
user expectations
The user expects aWikipedia
with a small shop?Or more?