According to the revelation from Starbucks

First, Starbucks O2O practice Course

In 1971, star Buck was founded, after rapid expansion, by June 1992, when it was listed on the Nasdaq, Starbucks was already one of the world's largest coffee companies. Under the leadership of its CEO, Schultz, on The one hand , Starbucks attaches great importance to the customer experience to provide the best coffee and coffee consumption environment; On the other hand, Starbucks also attaches great importance to the use of the Internet to create online communities for its overall brand image services, Used to coordinate and promote the sales of offline (Offline) stores. Starbucks is relatively fast to accept new things, starting from 1998 its Internet route is gradually unfolding.

1. Establish an online community to enable offline service.

The consultancy study found that Starbucks was one of the earliest net traditional catering businesses; As early as 1998, Starbucks on the line of the official website starbucks.com to facilitate more and more netizens through the site to understand Starbucks. Starbucks CEO Schultz A bigger idea was to turn Starbucks into an internet company that sells coffee, kitchenware and other products through the Internet, and finally gave up because of the premature timing. Starbucks ' Internet progress has been relatively slow since 2000, when Schultz resigned as CEO. By 2008, when Schultz was a new CEO, Starbucks was facing a huge dilemma, one of which was that Starbucks did not build up a line of brand advantage among young internet consumers.

To this end, Starbucks released its interactive online community mystarbucksidea.com at the March 2008 shareholder meeting, the first shareholder meeting after Schultz's CEO, to encourage consumers to make suggestions to Starbucks through the site. And many companies to the site just as a façade different, Starbucks really pay attention to netizen feedback, by March 2013 my Starbucks ideas five years, Starbucks has received 150,000 comments and suggestions, including 277 recommendations by the Starbucks implementation. Commodities consulting that Starbucks through the online community to encourage consumers to make recommendations, and online store (Offline) to make corresponding adjustments, which allows Starbucks to return to the rapid development of the track, but also established its young consumers in the eyes of the brand image.

2. Store popularization free network, attract offline consumers.

Starbucks positioning itself as a customer in addition to the workplace and the third space outside the home, as far as possible to provide customers with the convenience to enhance customer stickiness. Quality Road Consultation collection of historical data found that, as a measure to facilitate customers, Starbucks in 2001 with Microsoft, began in the store to provide consumers with WiFi fee network services. To provide better WiFi services, Starbucks is switching to better operators to collaborate, from MobileStar to T, and finally, in 2008, to choose to have a better at&t-covered wireless network service; Starbucks, on the other hand, has progressively switched WiFi networks to free, and gradually release the use of the time limit. By July 2010, Starbucks began offering free wifi in the United States without registration and unlimited time limits.

October 20, 2010, Starbucks officially launched the Starbucks Digital receptacle (Starbucks Digital Network) services, so that customers in the Starbucks store through the free WiFi network, free to read the Wall Street Journal, the New York Times, the United States today, the Economist and other paid content. The consultancy study found that Starbucks offers free online service (online) to attract and retain a large number of customers, both in terms of revenue and brand is very successful.

3. Use social networks to promote brands efficiently.

The advent of Facebook in 2004, the establishment of YouTube in 2005, and the launch of Twitter in 2006 have brought opportunities to traditional companies while also challenging them. Starbucks has complied with the trend by registering a YouTube account in November 2005 and creating a dedicated team to run its Facebook, Twitter and YouTube accounts. With good brand reputation and online operation, Starbucks has become one of the most popular food brands on social networks. As of April 17, 2013, Starbucks has 17,587 subscribers to its YouTube account, and its video has been viewed 7.49 million times, with a total of 34.26 million "like" Facebook accounts. Its Twitter account has a whopping 3.65 million followers.

In addition to the above three social media and social networks, Starbucks is actively using social networking sites such as Pinterest, Instagarm and google++ to serve itself. As of April 17, 2013, Starbucks ' Pinterest had 81,340 fans, much higher than other catering businesses (McDonald's had only 2,190 fans in the same period, KFC had only 1644 fans); Starbucks ' Instagram account has 1.18 million fans; The account also has up to 1.53 million fans.

Compared with traditional media, social networks and social media, represented by Facebook and Twitter, can be used to promote brand marketing more efficiently. The consultant found that Starbucks has built up a very good brand image in the mainstream social network and social media because of its great attention and active practice. This has laid a good foundation for the future development of Starbucks, which penetrates the brand image to young users.

4. Active O2O exploration in the mobile internet age.

One of the big trends in the Internet is social, and another big trend is mobility. In the advent of the mobile internet era, Starbucks has also been prepared and achieved a lot of successful experience. 2009 years ago, Starbucks to provide customers with SMS query accessories store services; According to customers in their online community, my Starbucks ideas, September 2009, the first client mystarbucks, Enable users to more quickly query to the nearby shops and menu drinks information. Since then, Starbucks has released a variety of iOS and Android applications, including the November 2011 Starbucks Cup Magic App and June 2012 release early Bird app is a creative app that is marketed in fun or encouraging ways, achieved very good results.

In the field of mobile payment, which is vital to O2O, Starbucks is more forceful and action-heavy. Starbucks posted mobile-payment clients in January 2011, with more than $26 million trillion in mobile turnover in the first year, and more than 7 million customers using Starbucks mobile payment app by January 2013. Another big move by Starbucks was to invest $25 million in the mobile payments company Square in August 2012, followed by November 7, when Starbucks officially used square services in its stores. At the beginning of January 2013, Starbucks sold square swipe cards at more than 7,000 stores in the United States, selling it for 10 dollars to activate the 10 dollar balance. Commodities consulting that, through their own technology development and close cooperation with Square, Starbucks has taken a significant step in the field of mobile payment, which will be the Starbucks O2O line under the integration and more efficient management to provide a solid guarantee.

Two, Starbucks O2O practice successful Experience Summary

Starbucks actively explore the road of O2O has made great achievements, product consulting April 16, 2013 published the article "The United States catering Enterprises O2O the top of Starbucks", the U.S. Food News Network (NRN) in the United States mainstream of the three major social media and social networks (Facebook, Twitter and YouTube ranked the biggest catering companies in terms of how socially they rated them, and Starbucks topped the list of social-catering companies in the United States with a 107.09 total.

Product Consulting in the analysis of Starbucks O2O practice found that its success depends on the first line to establish a strong brand advantage, Starbucks in the more than 40-year development process has been to provide customers with the best coffee and the best service, its brand reputation by all parties highly affirmed. Second, Starbucks actively tries new things and dares to use new technology to transform and upgrade its traditional services. Compared with other traditional enterprises, Starbucks has a stronger sense of innovation, its leaders directly involved in the promotion line under the integration, regardless of the degree of attention or action is more decisive. Again, Starbucks in the use of the Internet brand marketing and promotion of the way there are more desirable places:

Starbucks Online has a large number of users, so it is used to promote the Internet marketing is not to add new customers as the first starting point, but more attention to maintain existing customer relations. Through the Internet and online has a good relationship with customers to establish new contacts, relying on loyal customers on the network to promote the concept of Starbucks, Word-of-mouth marketing, and ultimately achieve the goal of increasing new customers. At the same time, Starbucks held online creative activities (such as personalized signature drinks), through the Starbucks Award program (My Starbucks Rewards) to encourage customers to share, in order to increase the breadth of the network spread. In addition, Starbucks has always adhered to the public good, its online promotion when the focus on brand marketing and public welfare closely combined to call on netizens to participate while improving their reputation. Finally, Starbucks takes a platform-wide marketing, and according to the different characteristics of Facebook, Twitter, Pinterest and other platforms to carry out corresponding operations and carry out targeted activities.

So far, Starbucks has established the official website + network Community + social media three closely integrated online operation ideas, August 2011 Starbucks also opened a shopping site (starbucksstore.com), from the O2O point of view, Starbucks Online (online) Part of the effective implementation of the brand marketing, product sales and customer relationship management triple role; combined with the characteristics of mobile Internet, through innovation in the field of mobile payment, Starbucks online and offline has achieved efficient integration.

The revelation of Starbucks O2O experience to domestic catering industry

Compared to the Starbucks online (online) efficient commitment to brand marketing, product sales and customer relationship management triple role, most of China's catering enterprises do not pay attention to the role of the online (online); Although many local Chinese catering companies have already opened relevant social media and social networking accounts, But the ability of local catering companies to use social media or social networks is weak compared with foreign catering companies. The official microblog of the Chinese TOP30 local catering business found that most of the companies ' official micro-blogs are still in the device stage, with fewer fans, fewer microblogs and less communication with fans.

O2O line under the combination is the future trend, Chinese local catering enterprises only better use the Internet, in the future can have the opportunity to become Changsheng enterprises. The quality of the consultation proposal has the strength of local catering enterprises to establish a dedicated team as soon as possible, to co-ordinate the business of online marketing and sales, to actively study and adapt to social networks and social media, to ensure the positive exposure of corporate brands on various platforms, to adhere to innovation, and to enhance communication with online users and fans in the form of creative combination of gift giving. Follow online feedback to improve offline service.

The next few years will be the key to the transformation and upgrading of China's catering industry, Chinese catering enterprises should actively embrace the changes, as soon as possible with advanced internet armed self, to find online and offline fusion points to O2O thinking to build the future core competitiveness of enterprises.