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Starbucks' Digital Engagement Shift

Starbucks is changing to become a more digital and social enterprise. They allow customers to easily purchase coffee, tea and merchandise online through their website or digitally purchase customized gift cards. While some criticize Starbucks' digital initiatives as ineffective "showing off", pros include convenient online shopping and opportunities to meet people. Starbucks also initiates non-business discussions on Facebook, which can generate more customers by attracting attention and interest in their products and stores. Starbucks believes these digital and social media initiatives are highly innovative and cause dramatic changes in consumer behavior.

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Bryan Salvatus
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419 views3 pages

Starbucks' Digital Engagement Shift

Starbucks is changing to become a more digital and social enterprise. They allow customers to easily purchase coffee, tea and merchandise online through their website or digitally purchase customized gift cards. While some criticize Starbucks' digital initiatives as ineffective "showing off", pros include convenient online shopping and opportunities to meet people. Starbucks also initiates non-business discussions on Facebook, which can generate more customers by attracting attention and interest in their products and stores. Starbucks believes these digital and social media initiatives are highly innovative and cause dramatic changes in consumer behavior.

Uploaded by

Bryan Salvatus
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

CASE: HOW STARBUCKS IS CHANGING TO

A DIGITAL AND SOCIAL ENTERPRISE.

Submitted by:

FRANCIS KIM BRYAN SALVATUS

EDWARD JAMES PEÑALOSA

MARIA ZHAINA DELOS REYES

MARIA ELIZHA MORALETA

NORE DALIGDIG

Submitted to:

MARK ANGELO QUIAMBAO PARAISO


A. How are customers kept involved and engaged in their various EC initiatives?

• They can easily access on Starbuck’s online store, the starbucksstore.com to some coffee, tea and
Starbucks equipment and merchandise and also they may also use the credit card or debit card. The
employees will just swipe the card in an electronic that the Starbucks used to deduct the total bill.

• Customers can buy Starbucks customized gift cards digitally. (A gift cards for your friend’s birthday is
auto delivered on the desired date) which is usually sent to the recipient via email or Facebook that can
be paid through credit card or PayPal.

B. Some criticize my Starbucks idea as an ineffective "Show Off" research and find information about the
PROS and CONS of the program.

PROS:

• The Coffee products and other merchandise are great

• Good for meeting times and other business people who likes a cup of coffee

• A good opportunities for teenagers who are searching for a part time work

• A good place to go for a drink when you are out shopping

• It’s a good place to meet up with current friends

CONS:

• Over Priced Coffee

• They usually have crappy parking especially in some areas especially here in las piñas Starbucks
C. Starbucks initiates discussions on Facebook about non-business topics. Do you think it's necessary?
Why or why not?

Because every little thing about sa Starbucks going non-business topics can also generate more
customers and also to attract more customers as well as having discussions. If that’s the only way to
their way of getting the attention of people to try their products, visit their stores, and to be one of a
regular customer of the company said. Every company has their own way on how to be known.

D. Starbucks believes that its digital and social initiatives are "highly innovative and cause dramatic
changes in consumer behavior.”

Based on our observation Most of the people around the world are using digital and the social which is
the social media sites such as Facebook, Tweeter and Instagram. Everyone can see the network's
contents which are; feature news, entertainment, business, health, and local neighborhood information
channels. And that is designated for all major mobile devices including tablets and smartphones and
computers.

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