Question

describe is less than 250 words the concept of relationship in starbucks marketing strategy

Answer 1

Marketing is about building relationships, and Starbucks gets it. Their mission statement "one person, one cup and one neighborhood at a time" sets very high customer expectations and promises a unique experience; customers expect to be given high attention and great customer service. Maintaining this type of relationship with the client helps the company gain competitive advantage.

Starbucks continues to promote a highly friendly and interactive relationship with its customers; by launching the MyStarbucksidea.com website (2013) they show that the level of relationship formed with the customer is at the partnership level. On this website customers can provide continuous feedback on products or suggest new products or services. Some of the suggestions are taken into consideration by Starbucks, and the customers can follow its development online. There are benefits for both the customers and Starbucks in conducting this service, for while customers obtain the products they want and have better service based on their demands, Starbucks does not have to invest into research and development or satisfactory surveys that are too costly or time consuming.

Starbucks generally strengthens its cognitive loyalty with the loyalty cards that customers use to accumulate points which they later exchange for free beverages or goods found in the e-shop. One can also become a gold member and have higher benefits. it helps Starbucks track what products the customer is buying and which stores he or she visits. This information is later used for product proposition: customers will get special custom offers with their favourite products and give them the feeling they are saving money by buying bigger quantities at lower price.

Social media is also part of Starbucks' CRM, for they have a very strong presence on websites such as Twitter and Facebook where they interact and maintain a relationship with their customers.

Starbucks is handling relationship marketing in an efficient way by creating an interactive environment similar to social media and by supporting the community spirit. Customers appreciate sharing their ideas for improvement on their website "My Starbucks Idea" and therefore feel more loyal towards the brand.

The benefit lies in the hands of Starbucks, who through the use of these techniques, retains the maximum loyal customers possible and maximises their profit.