The head honcho of caffeine has carved a new path in media. Starbucks customers who use the free Wi-Fi at more than 6,800 U.S. company-operated stores will be greeted with the Starbucks Digital Network (SDN). Starbucks has been dipping into its own espresso; to conceive the many ideas it has for the content provided and the purpose behind the digital endeavor.
The Wall Street Journal, GOOD, The New York Times, iTunes, LinkedIn, and Foursquare, Starbucks has packed the new site full of news both local and mainstream, free music download promos, local information like weather and movie trailers.
Starbucks suggest that this new media is the “ digital version of the community cork board”. Starbucks believes that by this new network it will be able to stay on trend with the booming rise of entertainment media, as well as keeping up with consumer need for immediate news consumption. Instead of stacking piles of newspapers in numerous store fronts nationwide, SDN will offer a quicker, cleaner fix for consumers. http://news.cnet.com.
Starbucks insists this new change was their beloved customer’s idea. “They’ve told us they want to be the first to know what’s happening in their neighborhoods and around the globe, to have an easy way to discover new music, great books and important films and find ways to be more involved in their communities,” Gillett said. “And they’re connecting with the brand digitally in numerous ways.
As well as the usual digital network platforms, LinkedIn, the world’s largest professional network is going to be heading up the Business & Careers channel and offers access to a career-focused blog, and job seeking tips. Connecting the publishing world, Bookish Reading Club is offering free access to great books that are published for a various group of publishers.
Adam Brotman, Starbucks Digital Ventures vice president, called the network a “differentiator” from other coffee shops offering free Wi-Fi and said Starbucks will continue to add content as well as things like discounts and promotions in the future. http://www.techflash.com/seattle/2010/10/starbucks-debuts-digital-network-for-cus.html
Starbucks seems to have hit the nail on the head with this one. Staying up with media trends, Starbucks is able to not only provide great tasting coffee, but connect it’s loyal customers to the digital network. With media easily accessible at local Starbucks stores, customers are more likely to engage in the digital network and become savvy with the latest technology.
I don’t know about you but I am more likely to sit at my local Starbucks and get connected with social media than most places. A loyal customer is more likely to choose Starbucks as a comfortable, relaxing place to enhance their “fix” for media and caffeine. Starbucks is capitalizing on new digital media, while keepings it’s original intent to provide customers with convenient, great tasting coffee. By keeping the theme with it’s past consumer, adding new and fresh incentives proves to move the brand along in the digital age.