An Integrated Marketer's Dream | Why Starbucks is King at Omnichannel Marketing

THE OMNICHANNEL EXPERIENCE

As an integrated marketer, my job is to create a unified and seamless experience for customers when interacting with a brand both on and offline. Integrated marketing combines all aspects of marketing communication including owned, earned, and paid media, direct marketing, events, sales promotions, content marketing and more through multiple channels, tactics, and activities. I like to think of integrated marketing as the Gepetto of all marketing! 

At the core of this integrated approach is creating an omnichannel experience for customers. The omnichannel experience is a cross-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.

While “multichannel” marketing revolves more around the promotion of your product and the ability of customers to engage with and purchase products on multiple platforms, the omnichannel approach is about the customer and providing them a seamless experience across your brand. An omnichannel content strategy unifies sales and marketing, allowing for a beautiful synergy between the different stages of your customer’s journey. 

EXPERIENCE IS EVERYTHING - ASK STARBUCKS

Starbucks is among the top brands getting this omnichannel thing right. 

Think about the experience that comes with being a Starbucks client. you’re able to use your Starbucks app to order coffee, then by the time you get to the store, your drink is done (With your name on it!) and you get to rack up on some stars while doing so. Starbucks has even made it possible to check and reload your card via phone, website, in-store, or on the app. Any change to the card or your profile gets updated across all channels, in real-time. It’s such a seamless experience. you’re even able to customize your order just as you would if you were talking to a barista in line. You can even add the gift cards you collect over the holidays & birthdays into one place and use it to pay for drinks. 

Starbucks is also aware of the in-store experience a customer receives, from the customer service to the customization of drinks, there clear alignment in the Starbucks brand. You can purchase products in-store, grab a newspaper, and even if you’re not a coffee drinker, Starbucks has something for you. Want to try something new, there are signature drinks on display for those who aren’t sure where to start or just want to try something new. 

Starbucks is also good at responding to social causes. From the diversity in milk options to implementing cups that don’t require straws, it’s clear that Starbucks is the King of the omnichannel experience. 

With free digital access to the wall street journal, USA Today and other newspapers while clients are visiting a location, the brand has successfully cultivated a culture around the consumption of coffee. From happy hour notifications to the ability to order your most ordered drink at the tap of the button, it’s about more than just the product; it’s about you!