Finding The Starbucks Story Our story began in 1971. Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattles Pike Place Market. Today, we are privileged to connect with millions of customers every day with exceptional products and more than 20,000 retail stores in 65 countries.Our Products Starbucks offers a range of exceptional products that customers enjoy in our stores, at home, and on the go. Coffee: More than 30 blends and single-origin premium coffees. Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages, Frappuccino coffee and non- coffee blended beverages, Starbucks Refreshers, smoothies and teas. Merchandise: Coffee- and tea-brewing equipment, Verismo System by Starbucks, mugs and accessories, packaged goods, music, books and gifts. Fresh Food: Baked pastries, sandwiches, salads, salad and grain bowls, oatmeal, yogurt parfaits and fruit cups. Consumer ProductsInthisreportIwouldliketofocusspecificallyonhowStarbuckspromotesthislifestylethroughthedesignoftheirlogo,theTheWayISeeItquoteswhicharefeaturedonthebackoftheircupsandhowStarbucksfitsinwiththepostmodernistidentitiesofitsclientele.Introduction Starbucksusesacombinationofthevisualandtextualtoconveythelifestyleitwishestoproject ontoitscustomers.Thefactthatitdoesntusealotofobviousadvertisements,inprintoronTV,is significantbecauseitallowsStarbuckstosneakuponthoseofuswhoidentifyasStarbuckspeople. In ourpostmodern,globalizedsocietyweareincreasinglyloyaltobrands.Weusethemto compositeourownidentitiesandadvertiseourselvestotheworld.Inthesamewaythatthebooksweread,themusicwelistento,andtheartwelovesayssomethingaboutwhoweare,sodothe brandswewear,drink,andutilize.Analysis1)LargecorporationslikeStarbuckshavebeenthereasonforourglobalizedalienation,butatthe sametime,Starbucksinparticularhasbecomeaplaceforrelief,andinteractionwithothers.2)Logosactasaquickoutlettoconveyalotofinformationaboutthekindofproductsacertaincompanyistryingtosell,andhelpcorporationscreateanidentityforthemselves.Starbuckshasbeenverysuccessful,inpartbecauseofthesuccessofitslogodesign.Atthemostbasiclevelthegreenissymbolicofnature.Coffeebeansaregreenbeforetheyare roasted.ThegreenhelpstoconnectStarbuckstothegrowingregionsoftheworldthatmake theirbusinesspossible(Dickinson,13).InhisessayJoesRhetoric,FindingAuthenticityatStarbucks,GregDickinsonexaminestheStarbucksgreenonadeeperlevel.HearguesthatwhilethegreendoeshelptotieStarbuckstotheexoticcoffeegrowingregionsoftheworld,andbysodoingmakeitscustomersfeelasiftheyaregettingaverynaturalexoticproduct.TheWayISeeIt:AcoupleofyearsagoStarbucksstartedputtingquotesonthebackoftheircupsentitledTheWayISeeIt.Thesequotesareofferedupbywriters,CEOs,environmentalists,nobodiesandmanyothervarietiesofStarbuckspeople.Afterreading,analyzingandcategorizingabout60TheWayISeeItquotesthataredisplayedon theirwebsite,Ihavenoticedthatthereisacertainairofintellectualityandprogressivenessabout eachonetheychosetouse.ItisinthiswaythatStarbucksismarketingalifestyletoprofessional, collegeeducated,politicallymoderatetoliberalindividuals.Starbuckshasdoneareallygoodjobofcreatingarelationshipwiththeircustomersthatisuniqueandpersonable,wherefrequentcustomerscanfeelliketheyarepartoftheincrowd.OneofthemainwaysStarbuckscreatesthiscrowdofStarbuckspeopleisthroughlanguage.TheStarbuckslingoisahugepartoftheStarbuckslifestyleandtheStarbucksexperience.IfapersongoesintoStarbucksandtheydontunderstandwhatamacchiatois,orhowtopronounceviente,orthedifferentkindsofmilkavailable,theyarenotpartoftheincrowd.Butthebaristasarehelpfulinthisdepartment,soafteracouplevisits,thatpersonshouldbeontheirwaytobeingaStarbucksperson.Wearelivinginaculturethatisremovedfromnature,butmanypeoplestillcravesomekindofconnectionwithwhatisnatural.

ConclusionTheinfluenceStarbuckshashadasaglobalcorporateidentityisduetothefactthattheysellmorethanjustcoffee;theysellalifestyle.Thislifestyleisprojectedontotheircustomerssubtlybymeansoftheirlogodesignandtherhetorictheyuse,specificallythatoftheirTheWayISeeItquotes.Postmodernindividualsneedrelieffromthedigitalized,globalized,homogenizedrealityinwhichtheylive,andalthoughStarbuckshasplayedapartinthecreationofthisrealityitalsooffersrelieffromit.Bypromotingalifestyleofintellectuality,activism,andinnovation,Starbucksgiveslikemindedpeopleaplacetohearwhattheywanttohearabouttheworldtheylivein.Thisresearchisimportanttopeopleinmyfieldbecauseithelpstoshowwhyrhetoric,bothvisualandtextual,issocrucialforProfessionalWriters.TheresearchIhaveconductedshowshowthemanychoicesStarbuckshasmadeovertheyearstopromoteitselfhavebeensuccessful,andhowitsbrandidentitytranscendsthecoffeeitsells.Thepublishingindustryalsohastofocusonsellingaproduct:printmedia.Despitethedifferenceintheproductbeingsold,wecanusethesuccessstoryofStarbucksasProfessionalWriters,editorsandpublisherstocreatevisualandtextualrhetoricthatsuitsourpurposesandgetstherightmessageacrosstoconsumers.

While many mobile payment apps like Google Wallet have struggled to gain traction with consumers, the Starbucks mobile payments app stands out as a success. At 6 million average weekly transactions in the U.S., it now accounts for a full 15% of transactions made at the U.S. Starbucks-operated stores. In a new research note from BI Intelligence we take a deep dive into how the Starbucks app works, why it's so popular and whether other retailers could have success with a similar mobile payment model. Access The Full Report And Data By Signing Up For A Free Trial Today >>Here are some of the key takeaways from the note. A billion-dollar volume driver: The Starbucksapp is on track to process over $1.5 billion in payment volume in the U.S. in 2014, according to our estimates. In the second quarter it accounted for 15% of the transactions in U.S. company-operated stores, averaging 6 million transactions per week. Customer loyalty to Starbucks plays a role:Starbucks stores are everywhere, coffee is purchased habitually, the app incentivizes regular purchases through its rewards-loyalty program, and the app works on the majority of smartphones. The app's success isnotdue to the ease of payment with a phone. So it has succeededdespitethe fact that it is not more convenient than credit or debit cards or cash. Opportunities for growth: There are a number of features that could help reinvigorate growth including order-ahead capability and beacon-powered alerts and offers. Other retailers could emulate Starbucks' success: These retailers include quick service restaurants, gas stations, grocery stores, and pharmacies. Starbucks has said it is in talks to license the app's technology as a white label solution.In full, the research note: Gives a detailed walk-through of the Starbucks app. Explains how the features of the app and Starbucks' business as a whole have contributed to the apps success. Analyses whether slowing growth in mobile transactions is a problem and what Starbucks can do to reignite it. Identifies why four types of retailers could emulate Starbucks' success with their own mobile payment apps.

Read more: http://www.businessinsider.com/starbucks-mobile-payments-app-2014-9#ixzz3IeBp4Sgv

Why Is The Starbucks Mobile Payments App SoSuccessful?No single competency is enabling us to elevate the Starbucks SBUX +0.46% brand more than our global leadership in mobile, digital, and loyalty. Starbucks is a clear leader in mobile payments and we are encouraged by how consumers have embraced mobile apps as a way to pay.- Howard Schultz, 2013I think Howard says it all: Mobile Payments Convenience Automatic Loyalty RewardsOver Four Million Mobile Wallet Payments Per WeekWhile most of the world was getting ready for Halloween celebrations in late October 2013, Starbuck announced that now 11% of sales volume comes through its own mobile wallet [1]. This is just a staggering amount of transactions for a single retailer, about four million mobile payments per week, and eight million consumers are using mobile apps to pay. Howard had some of the most strongest words I have heard supporting mobile payments by a retailer.The Courage To Innovate With Simple TechnologyOn a nice spring day early in 2009, Starbucks launched its mobile card app in 16 stores. It was so successful it rapidly expanded the program nationwide by allowing consumers to pay by letting patrons display a barcode to be scanned at the point of sale. This was the genius work of Benjamin Vigier and his team. Benjamin now heads up retail payments for Apple AAPL +0.29% and we will likely see the results of his 3+ years of work at Apple very soon.Benjamin took the very simple 2D barcode and inverted the use case that most companies were using. By allowing the register to scan the 2D barcode rather then the user scan a 2D barcode. This was a maverick move at the time as most technologists were laughing at the 2D barcode and the way it was used.

Benjamin built this systems years before there was a Square wallet, Clinkle, PayPal Wallet or just about any other system. It is successful for so many reasons that would take a book to cover.It took great courage for Starbucks to take a trail blazing roll to innovate. The company did not, and still does not primarily use the services of an outside company and there is a huge lesson to be learned here. Read on for some clues.Brilliantly SimpleBenjamin shifted the technology stack on the side of the POS system and a 2D barcode reader. This allowed for the technology of the Starbucks wallet to only need to faithfully display a custom 2D barcode. It was brilliantly simple and elegant. At the time, many startups wanted to reinvent the wheel and require all aspects of the technology a business is using to change. Benjamin made the new program fit existing POS found at every Starbucks.

One Loyalty Size Fits All?Starbucks had one of the most successful retail loyalty programs in the US. This did not take place overnight. The company worked diligently for decades to perfect this program. There were countless empirical tests and studies that crafted the program. Although it looks very simple the exact same system could not work at a vast majority of retailers. And this is the problem with most generic punch card loyalty systems and even advanced points based loyalty systems. They are sold as a one size fits all program, and they do not.Said To Me By A Payment Startup Founder: I have a punch card for a coffee place in my sock drawer at homeIt has always been fascinating to me to observe some of the most brilliant payment startups construct a loyalty program based on just a guess of what retailers are looking for. I have worked with hundreds of startups over the last 8 years and 99% of the time the people building loyalty programs have either not used any program before or have an old punch card in the sock drawer at home. The point they thought they were making was how inefficient loyalty cards are. This is the start of the flawed thinking of why these programs fail.It is just very hard to get used to seeing fellow technologists build things based on completely flawed reasoning. The builders of the Starbucks wallet used loyalty cards, perhaps for decades, but they also empirically studied these systems in live retail environments. This aspect is overlooked by some of the most informed experts.This Secret Has To Be ToldStarbucks also was a very early user of gift cards. The original reason Starbucks deployed these cards was to allow consumers to purchase the gift cards as, well gifts to friends. It turned out that empirical research showed that within the first year 75% of the cards were being used by the original purchaser. This very large by still rather secret fact informed the logical development of a mobile wallet. This was not a technological dream but a progression from empirical, Practical and Pragmatic research. I credit this to one of the foundational reasons for the spectacular success.Thus the success of the Starbucks wallet can be expressed in this manner:Existing successful loyalty program +Existing success gift card program +Simple 2D barcode on consumer device +Sophisticated 2D barcode scanner on POS +Perfect cloud merchant integration +Simple to use consumer app

Store DesignSustainable design and build methodologies are part of our DNA.We believe a coffeehouse should be a place to find connection. We believe it should fit seamlessly within its neighbourhood. And we believe its environmental impact should be as minimal as possible. Our store designs are rooted in our coffee heritage, andin ourStarbucks Shared Planet community involvement and environmental stewardship goals. So our designs reflect the character ofa stores surrounding neighbourhood and help reduce environmental impacts.As our stores are built and renovated, we will source materials and employ craftsmen on a local basis and incorporate reused and recycled elements where possible. To guide our efforts, were using the US Green Building Councils LEED certification programme as a benchmark for success. (LEED is short for Leadership in Energy and Environmental Design.)We aim to achieve LEED certification globally for all new, company-owned stores beginning in late 2010. Each new and renovated store uses one of four design concepts. We invite you to explore them: Heritage coffeehouses reflect the mercantile roots of our first store in Seattles historic Pike Place Market with worn wood, stained concrete or tiled floors, metal stools and factory-inspired lighting. Large community tables, club chairs and wooden blinds evoke a turn-of-the-last-century feeling. Artisan stores echo the industrial past of urban markets, taking inspiration from the Modernism of the 1930s. This motif celebrates simple materials like exposed steel beams, masonry walls, factory casement glass and hand-polished woodwork in a creative gathering place for culture and the arts. Regional Modern embodies a trend-setting style that is comfortable and welcoming. We use bright, loft-like, light-filled spaces punctuated with regionally inspired furniture and culturally relevant fabrics to create a calm and contemporary respite from the clamour of the fast-paced world. Concept stores are unique environments created by our designers to explore innovations within the coffeehouse. We call them our design sandboxes. That sense of exploration is extended to everyone who visits, through daily coffee and tea cuppings, artistic events and community gatherings.Our Stores1.

7th & H - Washington, DC - Heritage

2.

Bellevue Square Bellevue, Wash. Regional Modern

3.

Palace Hotel - Madrid, Spain - Heritage

4.

1st and Pike - Seattle, Wash - Heritage

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Conduit Street - London, England - Regional Modern

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Disney Village - Paris, France - Artisan

7.

University Village - Seattle, Wash - Artisan

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15th Ave Coffee & Tea - Seattle, Wash - Concept

9.

Roy St Coffee & Tea - Seattle, Wash - Concept

Starbucks iPhone App

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The official iPhone application from Starbucks has been completely redesigned, bringing you an improved interface, a more personal dashboard experience and other great features.Pay by mobile app. The Starbucks app keeps you connected to your card, so you can just scan to paywhile earning Stars in the My Starbucks Rewards program.With Starbucks app for iPhone, you can manage your My Starbucks Rewards account, top-up your Card , view your transaction history and transfer balances between cards. Theres also an easy-to-navigate store locator which lets you search by amenities and get directions ensuring you always know where to find your nearest store.Whats New in Version 3.0 Dashboard: See your rewards level, available rewards and most-recent transaction. Shake-to-Pay: For added convenience, simply shake your device to display your favorite Starbucks Card. Share Rewards Milestones: Reached Gold Level? Spread the word on Facebook and Twitter. Integrated History: View your entire account historyincluding purchases made, Stars earned and rewards redeemedin a single feed. Download the Starbucks App for iPhone and iPod Touch now - free from the App Store. It works on these devices: iPhone 5s, iPhone 5c, iPhone 5, iPhone 4s, iPhone 4, iPhone 3GS, iPhone 3G, iPod touch.If you already have the Starbucks App and would like to add the new features, you can download an update from the App store.