Coffee chain, Starbucks has launched a new campaign to improve its in-store customer experience. The new initiative has seen customers being encouraged to introduce themselves by their first name in a bid to create a friendlier in-store atmosphere. Starbucks Baristas will now write the customer’s names on the side of their drink instead of the name of the drink they have ordered in order to further promote the personal service that Starbucks offers. The new strategy to use customers’ first names has increased sales in the first three months of the year. As a result it is likely that Starbucks will be planning further marketing campaigns which may lead to the creation of additional marketing jobs to support these new campaigns.
The Vice President of Marketing for Starbucks UK, Ian Cranna has commented in regards to the campaign that: “The changes we’ve made are differentiating Starbucks in a crowded market and that gives us a long-lasting benefit. We are getting to know our customers better by exchanging names and we’re making lattes and cappuccinos in a new way, which customers here strongly prefer.”
The coffee chain has also launched a new loyalty scheme known as My Starbucks Rewards; the scheme will replace the old scheme and will see existing card holders automatically being converted to Gold members. The new loyalty scheme offers customers the opportunity to become a ‘Gold Level’ member after 50 visits which entitles the customer to extra benefits. My Starbucks Rewards will work by rewarding customers with one ‘star’ per purchase, after a customer has received 15 stars they will be entitled to a free drink to reward their continued loyalty. Starbucks has said that the new scheme: “rewards loyalty, feels personal, and is easy to understand.”
The launch of this new scheme has been heavily supported by both digital and press campaigns in a bid to promote the change and also to attract new customers. The introduction of this new means of rewarding customer loyalty comes as the chain announces its plans to expand its current 700 UK stores to 1,000 in the next 5 years. Starbucks has also announced that it plans to revamp 70 London stores before the Olympics to ensure that they benefit fully from the increased number of capital city visitors.
Sarah Rhodes, Recruitment Consultant at Brand Recruitment has noticed that “clients are really keen to attract candidates that understand what the customer wants as well as the product/service the company itself is offering.” Brand Recruitment works with a number of big brands and continues to fill marketing jobs across the Eastern region.