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Starbucks Should Take Cue from Deli
The New York Times on Sunday reported that Starbucks is introducing a new loyalty program that will hopefully reignite an emotional connection between the customers and the brand.
The program differs in that customers don’t need to wait until they accumulate a certain amount of purchases. The benefits are immediate as soon as they register their cards. They include a free drink with a purchase of beans, free syrup and soy milk (soy milk typically costs 30 cents), free refills, and free WI-FI.
Brad Stevens, vice president of customer relationship management at Starbucks, told the Times that the company is also considering using the card for an elite status to speed up lines (valuable customers will be sent to the front of the line).
Given the typical long lines at the coffee purveyor, that’s probably a good idea. But Starbucks may want to take a cue from a smaller retailer that has solved the long line dilemma at its outlets.
Nino Salvaggio, a specialty grocer in Michigan, recently installed touch-screen kiosks at the front of its stores so customers can order their sliced meats and cheeses when they enter and then pick them up at the deli 10 minutes later. Nino’s President Kirk Taylor said in an article that customers say the kiosks are the best thing the grocer has ever done.
So maybe cracking the code of long lines at Starbucks doesn't involve rekindling the emotional connection, but taking that out of the experience.
What do you think? Would you prefer using kiosks to order your iced grande skinny mocha latte?
I recall reading about the addition a second line specifically for drip coffee. It sounds like a great idea to add a second line, however I think that many stores don't have a layout that would accommodate a second line.
I think the kiosk would be a great idea, or better yet, order by SMS on your phone. It'd be nice to talk about something other than my order for a change.
I agree Graham. Line jumping could get ugly.
Installing the second line is a good idea.
Mila
I am not so sure that allowing card-carrying loyal customers to jump the queue is a good idea at all. Queue jumping in most societies is a social no-no. Customers don't care whether someone has a loyalty card or not. All they see is someone jumping 'their' queue. Indeed, such a system could easily turn ugly if the responses to queue jumping at airports is anything to go by.
Far better to install a second line to deal with loyal customers.
Or better still. Speed up the line for everyone.
Graham Hill
Independent CRM Consultant
Interim CRM Manager