IM426 – BUSINESS CASES AND CASE STUDIES IN MIS21 April 2014

Compiled and/or Prepared by – Celeste Ng

CASE 4: STARBUCK BUILDS CUSTOMER LOYALTY WITH SHORT CODES AND TAGS

作業系統MOBILE TECHNOLOGY - OS

7-4

智慧型手機

MOBILE TECHNOLOGY - VENDOR

5

手機

MOBILE TECHNOLOGY – MOBILE PHONE VENDOR

MOBILE COMMERCE

7-6

According Wikipedia, “According to BI Intelligence[2] in January 2013, 29% of

mobile users have now made a purchase with their phones.

Walmart estimated[3] that 40% of all visits to their internet shopping site in December 2012 was from a mobile device.

Bank of America predicts[4] $67.1 billion in purchases will be made from mobile devices by European and U.S. shoppers in 2015.

Mobile retailers in UK alone are expected to increase revenues up to 31% in FY 2013–14.”

---- Direct quote from source: Wikipedia, 2014, http://en.wikipedia.org/wiki/Mobile_commerce

SHORT CODES

“Short codes are widely used for value-added services such as television program voting, ordering ringtones, charity donations and mobile services. Messages sent to a short code can be billed at a higher rate than a standard SMS and may even subscribe a customer to a recurring monthly service that will be added to the customer's mobile phone bill until the user texts, for example, the word "STOP" to terminate the service.”--- Direct quote from Source: http://en.wikipedia.org/wiki/Short_code

CASE 4: STARBUCK BUILDS CUSTOMER LOYALTY WITH SHORT CODES AND TAGS (1)

Venti – Starbuck’s twenty ounce coffee, a size of the cup

Cross-promotion – 交叉推廣 Short code 短碼 Drink upgrades 喝加大升級的 Mobile commerce campaign 行動

商務活動 Distribution of postcard 卡片的分配 2D barcode 二維條碼 Baristas 咖啡師 Eligible 有資格的 Redemption 換領 Coupon 折價券 Starbucks loyalty card 星巴克會員

卡 Track their balance 追蹤他們的餘

額

Nearby stores 在店附近 Builds loyalty and traffic in its

stores.在店面建立忠誠和交易

Barista badge 咖啡師獎章 Mayor 市長 Promotional message 促銷訊息 Interactive promotion 互動推廣 Critic 評論家 POS(point of sale) 銷售點系統 Testing the water 試探

CASE 4: STARBUCK BUILDS CUSTOMER LOYALTY WITH SHORT CODES AND TAGS (2)

The purpose of this case: Show how a business make use of the mobile

technologies and apps to: Increase its brand awareness Conduct cross-marketing Improve traffics to the physical stores Establish business partnership with other businesses

CASE 4: STARBUCK BUILDS CUSTOMER LOYALTY WITH SHORT CODES AND TAGS (3)

Starbucks - http://www.starbucks.com/menu

PRESIDENT STARBUCKS COFFEE CORP. 統一星巴克 (1)

http://www.starbucks.com.tw/home/index.jspx

PRESIDENT STARBUCKS COFFEE CORP. 統一星巴克 (2)

PRESIDENT STARBUCKS COFFEE CORP. 統一星巴克 (3)

FOURSQUARE (1)

Foursquare - https://foursquare.com/

FOURSQUARE (2)

Below are direct quotes from: http://en.wikipedia.org/wiki/Foursquare “Foursquare is a location-based social networking

website for mobile devices... Users "check in" at venues using … a device-

specific application by selecting from a list of venues the application locates nearby…

Location is based on GPS hardware in the mobile device or network location provided by the application, …

Each check-in awards the user points and sometimes "badges". The user who checks in the most often to a venue becomes the "mayor," and users regularly vie for "mayorships”.….. ”

2D BARCODE

“QR code (abbreviated from Quick Response Code) is the trademark for a type of matrix barcode (or two-dimensional barcode)” --- direct quote from: http://en.wikipedia.org/wiki/QR_code

2D BARCODE GENERATOR

http://barcode.tec-it.com/

CASE 4: STARBUCK BUILDS CUSTOMER LOYALTY WITH SHORT CODES AND TAGS – QUESTION (1)

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