Too familiar things, most people tend not to be aware of small details. This is true of customers, and sometimes of businesses. This is a self-protective mechanism in the evolution of the human brain. However, from the perspective of business evolution, people tend to be indifferent to the operation strategies of some good brands they take for granted.
So that many have seen in the eyes of the excellent, not very good to see, to understand. Starbucks, may be that many people ignore to see and understand the brand.
Starbucks, which had been holding a shelf until now, has finally shed its overweight middle class label and attracted a class rich crowd in the past two years with high frequency exposure.
Sometimes you are even a little upset as a customer, didn't you say that starbucks was affected by luckin's appearance? It's hard to say what the impact will be, but starbucks stores are getting more people, more different people.
You can go to the starbucks on the waiting floor of high-speed railway stations across the country (such as Beijing south and Shanghai hongqiao) and wait in line until you want to complain.
Okay, because everyone's coming for the coffee. So let's talk about the three things that everyone USES, sees, and touches at starbucks, because almost no one CARES about them or takes them for granted. Let's take a look at the hidden meaning behind them.
- 1 -
The cashier makes sure the customer holds the receipt
The cashier receipt of starbucks is a good thing. The clerks in all starbucks stores around the world may not recommend customers to apply for membership, but they will definitely ask customers to take the printed cashier receipt after payment.
The conventional answer is simply the order number (CHK****) at the top of the cashier's receipt, which is used as a station-to-station confirmation by the clerk at the time of delivery to ensure that the coffee will not be falsely or wrongly claimed.
To think so would simplify the whole value of the note. Let's take a look at what constitutes a standard starbucks receipt.
A starbucks receipt, listed from top to bottom, can be roughly divided into six parts of information:
First, store information: including the store name, contact number, cashier's name (pinyin) and personal work number.
Second, order number: that is to say, the CHK number mentioned above is used to confirm the name of the person corresponding to the order.
Third, commodity information: including commodity name, payment unit price, payment method (cash, bank card, mobile phone payment, etc.), payment number.
Fourth, billing data: including the time when the bill was finally generated (specific to date), and 400 customer service calls.
Fifth, the invoice prompt: with eye-catching two-dimensional code to remind, if the issue of electronic invoice details.
Sixth, payment data: detailed list of payment details, order number ID, as a possible source of refund verification information.
The above 6 kinds of information constitute all the information of a starbucks cashier receipt. If you add another piece, it is seemingly random, but in fact regularly distributed to customers "buy one get one free" marketing benefits.
It contains so much information that it makes the cashier's receipts at starbucks seem extremely long. In case you don't have any paper in an extreme emergency... It's a long note that can save a lot of trouble, you know. Although, the starbucks self-service container, you can take any paper towels.
Before 2016, starbucks didn't. At that time, starbucks, still very simple, is to give a little bigger than the taxi receipt of the invoice.
In addition to actually using it to confirm an order at a high-speed rail station like this, many people just throw the receipt away. Often take the place of the coffee, it is small note times discard the densest place.
Well, since the starbucks clerk is so eager for you to hold it, you're taking it personally. Let's take a look at the actual function of the receipt from the starbucks point of view.
Basically speaking, this is a collection of "after sales + secondary marketing" physical carrier. Its significance lies in the fact that many customer inquiries and non-technical services that require human prompt, explanation, connection and processing can be roughly settled in this receipt.
From the perspective of employee functional efficiency, this receipt can minimize the time consumed by the staff in customer consultation. From the perspective of convenience and certainty of customer experience, this receipt also enables customers to solve potential transactions other than transaction and delivery (cash for delivery) with full autonomy and self-help.
That's why the starbucks clerk really wants you to have this receipt.
A small note that would have been a common part of a chain retail store's live transaction. Any store that passes through the POS register will submit a receipt.
The difference is that the receipt of starbucks, including the richness of information, and the resulting invisible solution to the two-way efficiency and experience of stores and customers, exceeds many functions of the cashier receipt itself.
Clothes buyers and kols tend to offer the following advice to their customers: the more information contained in the washing label of a garment, the better the garment and brand.
Yes, uniqlo's winter clothes can have up to three layers of washable labels in multiple languages. Uniqlo's cashier receipts are also horribly long. Even if you only sell one piece of clothing, you can get a ticket up to 30cm long.
- 2 -
Even a small store must have a coffee cup shelf
Coffee cup + coffee bean shelf, to be exact. Judging by how often it interacts with in-store customers, this is probably the least recognizable item in every starbucks.
But starbucks is also adamant about putting one in every store. Sometimes when confronted with extreme property conditions in stores, such as long and narrow stores, where one side is still full of glass walls, the stubborn comrades of starbucks do not hesitate to place the shelves in the middle aisle, which at first glance is quite in the way. Of course, also have the meaning that USES as the screen that move line area to lie between incidentally.
On this shelf, most of them are coffee cups. Sealed thermos mugs, mugs, or girly cartoon mugs with various designs, and a small amount of coffee beans. There are even bags of biluochun tea.
There are a lot of people who notice this shelf, even fewer people will look at it. If you look at the cup on the shelf, you will be shocked by the nearly 200 yuan cup, who will buy it?
Starbucks has never bothered to explain to the outside world what these cups and shelves are for. A lot of times, the customer can feel, anyway a shelf also does not take up a place, place the position is in rely on the wall position, these positions are idle is idle. It's like the doll machine in the mall, no white no.
There has never been a particularly gratuitous display, no inexplicable feature configuration. Starbucks coffee cup shelf, general functions, nothing more than the following three:
First, brand carrier: coffee as a ready-to-eat drink, drink away. The coffee cup, as an item printed with the starbucks LOGO, is the symbol of starbucks symbol retained in the regular scene of customers (office, home) for the longest time.
Almost absolute majority of brands that emphasize the long tail effect of brands and highlight the brand premium of commodities prefer to highlight the existence of the LOGO in the project position of commodities. At least, highlight let a person recognize the brand at a glance some design sense and symbol sense.
Coffee drinks and coffee beans, as drinks and food, do not last long in the customer's life scene. It's like there's only one coffee cup to replace it. Otherwise, you can't expect a starbucks T-shirt! Anyone wearing it looks too much like a shop assistant playing all over the street.
Starbucks LOGO appears in the coffee cup, there is no sense of violation.
Second, emotional carrier: coffee beans satisfy coffee geeks, and coffee cups are a good option for those gift-giving scenes. In other words, it's a good idea for starbucks to gift-shop itself.
By the way, starbucks cups are expensive. However, it's also a good idea to give away a mug that costs close to 200 yuan as a gift.
For starbucks, the idea of giving a practical item (the cup is too practical for display) the emotional connotation of a gift is a perfect solution with no downside. The starbucks cup you're holding is a birthday present from a colleague of the opposite sex. Seriously, you wouldn't want to ruin it.
To integrate their LOGO into the emotional social connection of life scene, from the perspective of business marketing, such a good thing, can be more. Besides, starbucks doesn't sell everything. Even with the coffee grinder and coffee maker, starbucks didn't get involved.
More, it's worthless.
In fact, many businesses are also doing so. Unfortunately, for whatever reason, many companies produce practical products with logos: cups, purses, purses, ties... Because with the LOGO, but look cheap.
This point, starbucks, BMW and other international car manufacturers of the goods, it is worth the careful study of Chinese businesses.
Third, retail carrier: again, coffee drinks and coffee beans, as drinks and food, cannot be retained in customers' life scene for a long time, nor can they be extended to retail business beyond store experience as retail products.
After becoming a shareholder of starbucks, nestle is the leading unit of starbucks' retail business, and coffee beans are the main category of the retail business. China's ready-to-grind coffee market is still growing rapidly, and starbucks, as the largest ready-to-grind coffee chain, is not well positioned to capture this highly fragmented market.
Consumers' habit of grinding their own coffee at home has yet to evolve. This is not the focus of starbucks stores at the moment, but the presence of coffee beans in stores is a potential market worth cultivating slowly now.
- 3 -
There must be tables, chairs and benches of different sizes
Today, basically, many people know that the core of starbucks' business and the soul of its brand are in the "third space". That is, starbucks sells a comfortable place to stay on the move, and to complement the rich experience of staying for a while or a long time, it sells coffee and bread, sandwiches, desserts, and salad casual dining.
All right, back to the third space. Starbucks store space design, is a very professional technology, here can not be detailed. And as the "invisible" part of the customer experience, it is not easy to simply explain.
Here, we focus on the "tangible" part of a customer's experience in a store: tables, chairs and benches.
Nowadays, even old aunts know that going to starbucks is a good choice when they meet and party. One of the big reasons is that the tables, chairs, benches and sofas at starbucks are really easy to use. As for those who come to rub office white-collar people, is countless.
But few people have noticed that the tables, chairs, benches and sofas in starbucks stores are never uniform. In order to focus on this inconsistency, the APP inside the retail boss (WeChat ID: lslb168) made an incomplete statistic for starbucks:
There is a large square table for holding a department meeting, but there is no configuration for stores with too small business area.
Long board tables with window-panes for individual groups, usually with wooden chairs;
Have the two sofa that satisfies two people good friends + tea table;
There are four sofas + tea tables to meet the social needs of four people;
A three-seater sofa + tea table to satisfy intimate relationship;
Still have the sofa that satisfies regardless of you a few people to rely on wall row + tea table.
Of course, there must also be high stools. The use of this stool, usually placed in the middle of the corridor line, to reduce the footprint and exist.
Basically, as long as it is not the coffee station in the indoor area of the mall, any starbucks store will try to configure tables, chairs, benches and sofas, and will certainly be the above different specifications of seating furniture.
In addition, tables and chairs in all starbucks stores will occupy at least three quarters or more of the store's business space. After all, starbucks's operating area, which is essentially a bar location, except for the undisplayed workspaces and storage, has a limited footprint.
Reserving such a large area for tables and chairs is naturally the main carrier for starbucks to practice the "third space". The question is, a lot of businesses and stores, will provide table and chair equipment, where is the difference?
The difference is, no matter how large area of the table and chair area, after all, the table and chair is limited. How to let the customer of different demand, different personality, different state, have the seat to the greatest extent, this is worth drawing lessons to consider.
In short: just don't let the chairs and sofas sit idle.
Idling, that's the norm we see in a lot of stores. If a table for four has a couple of customers (friends or lovers) and two empty seats, no one will want to sit at the same table.
The reason for this has interesting psychological implications, which I'm not going to get into. Anyway, here's what starbucks has to do about it: avoid it.
Because coffee and casual dining fast food desktop occupancy rate is limited. Starbucks table and chair configuration, no matter how many acquaintances to consume together, the configuration of the table and chair is to return to personalization as far as possible. There is no such thing as a restaurant serving a table.
The configuration of such table and chair, although appear a person more crowded hour, the customer also can feel spell a table not violate with. Anyway next to sit, you drink your coffee, I do my work.
In particular, the layout of tables and chairs in any starbucks store still leaves plenty of room and looks classy. There is no "sense of suffocation" when the crowd is full.
Of course, this is not an exclusive innovation for starbucks. Many western restaurants and bars have similar strategies.
What we are talking about here are cashier receipts, coffee cup shelves, tables, chairs, benches and sofas, all of which are familiar to many consumers in starbucks. However, the value of starbucks' "third space" and the detailed connotation of the world's first coffee chain brand often lie in these seemingly familiar details.