Loading ...Venti, Non-Fat, Iced Frappacino Storm
Last week, Starbucks launched My Starbucks Idea. Many have likened the social site to Direct2Dell, or more recently, Dell IdeaStorm. I think any brand who creates a forum to sincerely listen and proactively and consistently respond to all types of ideas and/or complaints deserves some applause. The consumer side of me really commends that.
The marketer side of me, also supports the initiative, but notices a fundamental difference between the two corporate forums listed above. Dell’s IdeaStorm fosters communication on product development for items that have a lifecycle once purchased by a consumer, versus a Starbucks purchase and consumption which arguably starts and finishes over the course of thirty minutes. It will be interesting to see if MyStarbucksIdea can offer a sustainable idea-generating community given that very short purchase cycle. Along the same vein, it will also be a challenge for Starbucks to offer ‘acceptable’ solutions to consumer concerns with such a low-price product. I know what you are thinking – a $5 coffee is not ‘low price,’ but in comparison to how a consumer feels about purchasing a vacation, a vehicle or mobile phone service – there isn’t a lot of thought put into the research and consideration phase of the purchase.
