With Spotify looking towards video as its next frontier, will the future be one where Starbucks loyalty members can use their stars to stream Spotify videos? We’ve seen how collaboration with customers can yield great results. With the benefit of being able to earn stars and also use them to influence playlists, customers will spend more at Starbucks to redeem on Spotify – they have effectively created demand for a non-traditional currency. This is groundbreaking: Starbucks’ loyalty platform will be open to a third party for the first time. The partnership has created a demand for Starbucks currency.īy signing up for a Spotify Premium membership, customers can earn Starbucks “stars” and then use those rewards to influence the baristas’ playlists. As a retailer, think about how you can put some power into your customers’ hands to own part of the retail experience. Music has long been a part of the Starbucks experience, from the music that is piped into the store, to the free downloads offered weekly, to the music that is sold in physical and digital form at the checkout counter.īy giving baristas the power to create their own playlists and customers the ability to influence the music they want to hear when they are in any given store, Starbucks is empowering its employees and customers, which leads to deep engagement. When a customer walks into a Starbucks, there is an expectation of a certain experience and vibe that works hand-in-hand with the coffee it brews. Virtual reality concepts are kicking into high gear, but why ask customers to imagine what their ideal store would be like, when you can give them the tool to actually create the environment they want? Starbucks is not just a coffee shop-it is a lifestyle brand.
Starbucks puts power into the hands of its baristas and its customers.
Here we will examine what makes this partnership so forward-thinking and the loyalty lessons that retailers can learn from it. And now they’ve done it again with their recent announcement about their partnership with music streaming service Spotify. We’ve long lauded Starbucks for being a pioneer brand in marketing, mobile payment and loyalty.
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