Apple’s content is core motivator for Starbucks customers
Starbucks and itunes create a partnership marketing campaign giving away free content
In a copy of what they already do in the US, Starbucks is teaming up with Apple in the UK to launch a digital initiative called ‘Pick of the Week’, which will offer Starbucks customers a free selected iTunes music track or book to download.
Starbucks is facing increasing competition not just in the UK from Costa but globally. They failed to see the light in Australia and have come down from several hundred stores to just eleven and are facing wipe out as they failed to understand the individual and premium coffee tastes of Australians, especially in Sydney and Melbourne.
One way to fight back when you have done all you can on your design, environment and packaging of food and drink is by offering free content and free wi-fi. The free wi-fi trick is one that is used around the world by brands like McDonalds globally and by TCC, Gloria Jeans, Spinellis and Coffee Bean and Tea Leaf in Asia Pacific and by anyone wanting to encourage customers to stay longer and by implication spend more (although the reverse often happens and the place is rammed with students who buy one drink between four and stay all day to use the wi-fi and get free air conditioning…. thus turning off your actual loyal frequent spending customers!).
One of many free content items available to Starbucks customers from apple
Starbucks ‘Pick of the Week’ initiative means that Starbucks customers can download a free iTunes music track/app/book and is a logical progress to free wi-fi to encourage people to come to your outlet as oppose to your competitors. Although judging by some of the free tracks coming up the reverse may happen…..The first track on offer will be James Morrison’s ‘In My Dreams’ and future music stars signed up include Coldplay, Tony Bennet, Norah Jones and The Kooks enough for anyone to need more coffee just to stay awake! There will also be bedtime stories, sorry, audio books given away too. I can see hot chocolate sales increasing!
Queuing up to take turns in taking James Morrison's guitar away from him and beat him with it....sorry, queuing for their free content if not to buy coffee....
Interesting people do not have to buy anything to gain a code every time they “visit” Starbucks so they could visit, use the free wi-fi all day, get free air con (or heat in the UK/US) and get free content to their heart’s content without actually spending a penny…..(they would get that for free too!).
