Starbucks From “The Third Place” to “Digital Third Place”
Starbucks From “The Third Place” to “Digital Third Place”
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In 2022, Starbucks plans to expand the concept of "Third Place" to "Digital Third Place" to enhance customer experience and connected customer wherever & whenever they are in contact with Starbucks. This help elevates Starbucks Rewards with Web3 technology and will launch its own NFTs, where customers will be able to earn NFTs with coffee orders at Starbucks as part of the Other privileged “Digital Collectibles items” to the Starbucks community around the world.
"Elevating the customer experience help Starbucks be effective in marketing and able to maintain and increase the customer base. Moreover, Starbucks found that Digitally-interactive customers purchase 2 to 3 times more products than non-digitally engaged customers."
The key that Starbucks has used to strengthen its digital footprint is to develop a technology infrastructure that focuses on digital relationships with its customers. This leads to a significant long-term value drive for Starbucks through more opportunities to create offers and also an increased spending by customers.
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