Reference - Mobile Marketing Case Study 3

The Starbucks Mobile Coupon successfully retains the loyal customers and raises the potential customers’ awareness, the redemption rate of this mobile marketing campaign was 60 percent.

Starbucks Mobile CouponTo attract the new customers, Starbucks distributed a postcard in universities and malls. The postcard printed with a call-for-action “warm reminder” that urged customers to text STARBUCKS and SMS to a specific number, and got a WAP link to download a barcode coupon, which could enjoy a buy-one-get-one-free discount.

To reward the loyalty of existing customers, a promotion signage was placed in Starbucks, same function as postcard, there was a call-for-action “warm reminder” that customers only need to text TWENTY to a specific number, and would receive the different discounts and prizes.

The staffs would scan the mobile barcode coupon directly from customers’ mobile phones therefore to facilitate the customers, at the same time, increase the redemption rate, the trial and sales.

(Starbucks Mobile Coupon with QR Code)


(In-store promotion signage) (Staff scanning the mobile coupon)

Source: http://spd4290-09810732s.blogspot.com/2010/07/reference-mobile-marketing-case-study-3.html

Mobile Marketing Case Study 2 – Mobile Application

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

Mobile Marketing Case Study 1 – Location-based Services

The marketing campaign Frappuccino Happy Hour is an integration of online (social networks and mobile marketing) and offline (Starbucks stores) channels.

Customers check into any Starbucks during Frappuccino Happy Hour, from 3-5pm, will receive a virtual Starbucks Badge in their mobile phone. When customers collected a certain numbers of badges, they will gain the Frappuccino related discounts, for example, half-priced Frappuccino mobile coupon. Customers can add the badges in their profile of social network accounts, likes Facebook and Twitter, therefore to express their brand loyalty, and it will be rewarded too.

This mobile marketing campaign is runs through the iPhone application, and the virtual badge is delivered within Starbucks when customers check in the stores with their iPhone.

The campaign successfully drives customer call-for-action that come to the stores, as they said this is “a way to reach customers…in particular places or times… that other media cannot reach.”

(The location-based services allow customers receive the Starbucks Badge every time they check into Starbucks)


(Starbucks Badges) (Frappuccino Happy Hour Promotion)

Source: http://spd4290-09810732s.blogspot.com/2010/07/mobile-marketing-case-study-2-location.html