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_batcaverna_ Starbucks frequent drinker program

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_batcaverna_ almost 2 years ago

No summary in English

The frequent drinker program

Disposable coffee cups have no scarcity power and don't carry any value attached to it at the moment. People wouldn't throw them away if they did.

Therefore, it's necessary to turn those cups into currency/valued items.

You can't evaluate a cup by its nominal value, bacause that's insignificant. We must create a new currency. How about a currency based on coffee shots?

The advantage of such approach is that the logistics are not affected at all and the resources required are minimal.

Starbucks already have My Starbucks Rewards program. This idea plugs-in right into it.

It consists of a few simple steps:

1. Starbucks stocks a set of cups with the following numbers on it: #5, #10, #20, #50 and #100. It would be nice if those cups would also have a different color/layout and looked a bit "special"
2. Every time a customer brings a certain amount of cups, 2 thing will happen:

• She will get a free refill, an upgrade on her order, a special promotion, free wifi or anything of sorts
  
• She will be served in one of those numbered cups. I.E., if I collect 5 ordinary cups, Starbucks will brink my bonus in a # 5 cup, and so on.
• Cups become valuable/collectible. They can be used as a "gift card". They allow customers to show off their power (in terms of coffee consumption) and environmental concerns.

That will be like those miles that you get as a frequent flyer. But now you get it as a frequent coffee drinker.

You could also "shelter" your cup before they turn into a "magic" number. That means, you just return the cup to the counter and tell the attendant to add it to your score. Therefore you don't need to carry cups around, they'll be registered and counting.

You also earn points every time you bring your own reusable cup.

Your bonuses can be tracked via an iPhone/Facebook/whatever app. Actually, if you use their wifi-network, your devices' MAC addresses (or something like that) wil be associated to your bonuses.

You keep collecting cups, bringing them back to Starbucks and drinking free coffee. The #5 cup exemplified above will count on your "miles" score. If you get a #5 cup + 5 ordinary cups, you exchange them for a #10 cup (and get your free coffee, of course). When you reach something like 50 or 100 cups, you get special bonuses or anything fancy that the marketing guys will think of. Those bonuses will always be related to coffee or any product that Starbucks already has/produces/sells. And, if you are gonna stay in the premises, you'll have the privilege of drinking your bonus coffee in a nice and very special glass cup. Everybody knows that coffee tastes better when served in glass... Just like an update for traveling first class...

The frequent drinker campaign would of course have its own website and customers would be registered. That would be invaluable for Starbucks in order to know its public and preferences.

Adequacy:

• Waste Reduction – how does the Idea reduce the number of non-recycled coffee cups thrown away each year? It won't necessarily reduce the number in exponential amounts at first, but it will make those cups available for recycling and will allow the company for "tracking" his environomentally-conscious customers. The idea buys Starbucks time to implement new concepts for disposable cups. It also allows a better knowledge of customer's drinking habits.
  

• Resources Required – what resources will it take to implement the Idea? (money, energy, water, materials, time, etc). Resources are minimal. You need some way to store the cups returned, a new web page and a nice marketing/advertising campaign.
  
• New or Existing Capabilities – does the Idea use existing technologies or approaches? If not, what must be created or invented to implement the Idea? The idea uses only well-established marketing concepts, does not demand any invention
  
• The Whole experience – Customer gets value out of nothing

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