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WHAT IS REALLY THE STARBUCKS

EXPERIENCE?

Abril Monroy Martínez

Prof. Felipe Augusto Torres Rodríguez

How does it work with a different service/product? 

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Starbucks marketing focuses on engagement and loyalty, which the brand has as the basis
for its Starbucks loyalty strategy.

This multinational coffee retailer has won the hearts of consumers, not only with a good
product, and impeccable customer service: Starbucks' digital strategy has always sought
differentiation through offering value, especially in its digital campaigns.

Starbucks' marketing strategies have managed to make consumers fall in love. It is no

longer just the search for apps to facilitate mobile payment, or being a benchmark for
customer service in social networks, or that it was the first coffee shop to implement free
Internet access - so common today worldwide - Starbucks is the result of a company
philosophy that has opted for the customer as the center of its entire global strategy. And
that has led Starbucks' competitors to try to copy its actions.

The digital strategy carried out by Starbucks has emerged as a paradigmatic model of what
is currently known as Emotional (or experiential) Marketing. This type of marketing is
based on a strong emotional connection between the brand and the customer. It is based
on the premise that most purchasing decisions are based on emotion and the creation of
an emotional connection with the consumer.

With this new business model, Starbucks has managed to create a community of
consumers loyal to its brand, which makes it a benchmark, despite its high price, for
example. Success is not a matter of chance, but is based on responding to unsatisfied
needs, and Starbucks has achieved this by examining the individual demands of each
consumer.

The loyalty that Starbucks uses is very important and can be applied in many brands and
even in our own company, this feature mentioned above is used to bring more customers
and to market more of your products and that people remain loyal customers, such as
seniors have loyalty to their products, they almost or use new products because for them
are very useful products that have been using for years, then loyalty is the most important
thing for any company and what they create is a strong emotional connection that makes

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people not stop consuming it or consuming it, and they create that need for customers to
buy and need it.

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