How do customers process your message? A case study on Starbucks. By Dr. Hasan.
An evaluation of which strategy (promotion- or prevention-focussed) used in marketing:
Promotion focus strategy focuses on the message used in the marketing, which includes how the offering can help the customers to attain positive outcomes. It also links the message to the products that help the customers achieve their desired goals (Dang-Van et al., 2023).
Accordingly, prevention focuses on considering offerings that can help avoid adverse outcomes. The most effective way to position your offerings online is to use promotion-focus messaging and switch to a prevention focus on a complementary information campaign. For instance, Starbucks uses its “Starbucks reward programme” to promote its products (Schumacher et al., 2023).
(Source: Starbucks, 2024)
The promotion focus strategy used by Starbucks is based on using their social media as well as in-store marketing. The long-standing motto of Starbucks can be highlighted through its mission statement – ‘To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.’
It clearly indicates how its target audience wants to be perceived – to nurture a warm, comfortable environment targeting to evoke a happy experience more than selling a product (Starbucks, 2023).
(Source: Starbucks, 2024)
An evaluation of which persuasive route should be used (central or peripheral) and whether this is appropriate based on how customers process the message and their involvement with the product:
According to Figure 1, the routes of persuasion, the central route, could be used for customers with higher cognitive and emotional engagement, which can change the customer’s attitudes. Oppositely, peripheral routes can be used for low-motivation customers where motivation is absent. In this stage, an effect must be created towards the message to change the customer’s attitude (Dang-Van et al., 2023).
Figure 1: Routes of Persuasion
(Source: adapted from, El Hedhli and Zourrig, (2023)
Starbucks can encourage their customers to download more apps by allowing them to receive personalised offers and discounts. For instance, giving a discount on a purchase or application offers can encourage customers to download more apps (Taufik and Utama, 2023). Also, Starbucks could create a pricing difference between the app users and non-app users where the app users can get some extra discounts, which can motivate the customers to download more apps (Taufik and Utama, 2023).
(Source: Starbucks, 2024)
Suggestions for aspects of messaging that might benefit from modifications:
(Source: Starbucks, 2024)
To increase app engagement, it is imperative to create personalisation with their apps where customers can get the products of their choice. Starbucks can create an online community through the app, essential for customers to interact with others through social media. The modifications of existing strategies can increase shareability and regular customer interactions with personalisation (Taufik and Utama, 2023).
An explanation of reasons why someone would make such modifications:
(Source: Starbucks, 2024)
The modifications are imperative to increase loyalty. For instance, Starbucks needs to increase the number of personalised offers and discounts to customers depending on their choices and preferences. Also, providing complimentary drinks on birthdays, collecting customer views, and providing points for sharing and exchanging ideas with customers can increase customer loyalty. For instance, reducing the tier system can allow customers to get a free item much quicker, enabling them to purchase more to receive the rewards faster (Taufik and Utama, 2023).
(Source: Starbucks, 2024)
(Source: Starbucks, 2024)
Reference lists:
Dang-Van, T., Vo-Thanh, T., Vu, T.T., Wang, J. and Nguyen, N., 2023. Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion. Journal of Business Research, 156, p.113483.
El Hedhli, K. and Zourrig, H., 2023. Dual routes or a one-way to persuasion? The elaboration likelihood model versus the unimodel. Journal of Marketing Communications, 29(5), pp.433-454.
Schumacher, C., Eggers, F., Verhoef, P.C. and Maas, P., 2023. The Effects of Cultural Differences on Consumers’ Willingness to Share Personal Information. Journal of Interactive Marketing, 58(1), pp.72-89.
Starbucks, (2024), Starbucks rewards, [online], adapted from, https://www.starbucks.co.uk/, [accessed on 26/02/2024]
A very good blog with lots of useful information with learning material.
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