Starbucks is actively applying innovative mobile marketing, they developed the mobile application – myStarbucks, which allows iPhone, iPod Touch and iPad users download from Apple App Store with free-of-charge. The app has four main features, store locater, food menu, coffee menu and drink builder.
1. Store Locater – search the nearby Starbucks’ direction, opening hours and amenities. Customers could share their location in social network e.g. Facebook, Twitter instantly.
2. Food Menu – check the food nutritional information and ingredients.
3. Coffee Menu – learn the Starbucks whole bean coffee, its origin, story and features.
4. Drink Builder – create your own customized coffee and share with friends via email, social network or connection with other iPhone.
The app has a retention function to loyalty customers who are eager to Starbucks and want to know more its information. At the same time, allow customers easily dispatch those information to their network.
A Demonstration Clip of myStarbucks App:
Source: http://spd4290-09810732s.blogspot.com/2010/07/mobile-marketing-case-study-2-mobile.html
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