The Science Behind Starbucks Marketing Strategy

Although most people in today’s day and age are familiar with the name ‘Starbucks’, there was a time when Starbucks was just a regular store and an ordinary name. How did they manage to climb up the ranks and become the well-known brand that they are today? Well, aside from offering delicious coffee, they also happen to use various psychological tricks to create an unforgettable customer experience. Here are some of those tricks.

Unforgettable ‘personal’ experience

One way that Starbucks makes the experience at their stores more personal is by asking for a customer’s name whenever they take an order. By writing a customer’s name on a cup and subsequently calling out their name when their order is ready, Starbucks makes people feel closer to them.

Starbucks employees also make it a point to remember the names of customers who frequently visit their particular store. Greeting their customers by name when they enter or when they take an order builds a more personal relationship that almost feels like a friendship to them.

Limited edition products we all loved

FOMO – or the Fear of Missing Out – is a real thing, and Starbucks knows this. Starbucks knows that people are scared of missing out on things like good products and great discounts, and they release limited edition products regularly to bank on that. By releasing special drinks for certain occasions, as well as limited-edition merchandise, Starbucks effectively convinces people to buy their products as soon as possible before they are gone for good.

Secret to Starbucks’ lightings

You might not have noticed this, but Starbucks places its lights strategically in an attempt to get their customers to spend money. Most Starbucks stores are fairly dimly lit to create a cosy atmosphere. However, the cash register and the areas where their products are on display are always well-lit. This is because people are known to react positively to well-lit spaces, drawing them in and, in turn, causing them to make impulsive purchases.

Starbucks overpriced coffee

This might sound strange, but charging more for coffee is one of the reasons why customers are keeping coming back to Starbucks. People seem to believe that expensive items are valuable. So, by charging more for a commodity product and adding a premium experience on top of it, Starbucks has been able to revolutionise the coffee market.

Be part of a ‘club’

On that same note, the premium prices and premium experience that Starbucks offers make people feel like they are part of something special – sort of like a club. Being a premium brand, people are aware that not everybody can afford to eat and drink at Starbucks. This makes the entire experience feel more exclusive, even causing some people to aspire to be able to buy their products someday.

Discover Starbucks ‘secret’ menu

Being a regular Starbucks customer comes with knowing special things about it. Aside from a secret menu of underground orders, they also offer other things that loyal customers are proud to know about. For example, they have a Puppuccino that you can order if you bring your dog with you. They also give their customers the option to bring their own tumblers and save money with each drink order. Knowing little secrets like these make people feel special and give them something to brag about to their peers who might not be die-hard Starbucks customers yet.

What is your favourite part about Starbucks that makes you keep coming back for more?

The article was written by Soon Koon.