Case Study

Starbucks Coffee Company
We Love You Fridays

Starbucks wanted to surprise and delight its most faithful customers while simultaneously promoting Starbucks community involvement in Dallas/Fort Worth during the summer.

The Powell Group brought the new “We Love You Fridays” program to light. Every Friday, baristas in Starbucks 134 Dallas/Fort Worth area stores thanked their most loyal customers for their business by giving them a postcard featuring a special offer to a local community attraction. The Powell Group leveraged existing partnerships to develop offers for this program. Among them were attractive offers from the Dallas Arboretum, the Dallas Museum of Art, the Dallas Symphony Orchestra, the Fort Worth Zoo and the Texas Rangers. In addition to developing the concept and partnerships for this promotion, The Powell Group helped Starbucks create cost-effective postcard templates to promote the offers, as well as step-by-step procedures for program execution. These included guidelines for each partner and employees of participating stores to ensure a seamless experience for the customer.

Enhanced customer satisfaction with an unexpected thank you gift for loyal repeat customers. Baristas consistently received positive comments from customers. Leveraged existing sponsorship relationships to obtain attractive offers from community organizations without an additional investment by Starbucks. Strengthened relationships with community organizations by bringing them a unique advertising and traffic driving opportunity. The success of the program was evident from the high offer redemption rate, which was in some cases more than six percent. Offers of this kind typically receive a one percent to two percent redemption rate at best. Starbucks decided to bring back the popular program the next summer and expand it to Houston, San Antonio and Austin. As a result of its success, Starbucks has also replicated the program in the field nationwide.

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