Nick Kufus, Dylan Woll, Nathan Hungate, Zuan Sun, Meagan Corbett

Marketing Strategy• Omnichannel Marketing Experience in the US

Similar Marketing Internationally

Social Local Web Mobile

Open Innovation‘My Starbucks Idea’ Open Innovation Campaign

Strategy: Help shape the future of our company with your ideas

Open up the “customer needs discussion” by creating

mystarbucksidea.com

Share your ideas, tell us what you think of other ideas, and join the discussion.

MSIWorking Principle:

Focus on customer involvement and feedback

Voting/Implementing

• How to vote? Easy• Users can vote on different ideas to indicate

the wisdom of the crowd• Anyone can build a discussion around an idea

by commenting on it• Promote/Demote before becoming in action• Notice:• (1) Login first

Implementing

• Action procedure: under review/reviewed/coming soon/launched

• Easy example in Product ideas. --- Starbucks Tribute Blend® is Back

• Original link• Online sales link

Implementing

• Complex example in experience field.

• It probably took Starbucks user AB523 about 10 minutes to type out a very detailed and thoughtful suggestion about how to accept mobile payments at the Starbucks drive-thru windows.

• But for Starbucks to implement that idea effectively, it took a significant investment of time, talent, and capital. For example, sourcing the technology, installing the hardware, and deploying the training necessary for a drive-thru mobile payments solution that is both customer friendly and operationally sound creates compications.

Implementing Method

•Starbucks can see which ideas gain popular support. • Implementation consists of data analysis, popularity, profit potential,

as well as Metrics…

Metrics

Advantages:• Direct interaction

with customers• Easily quantifies the

popularity of each idea

• Track trends

Metrics

Disadvantages:• The structure of

the website • Point based

system• Extra “noise”• Feedback could

be misinterpreted

Conclusion

• Very Successful for Starbucks• Better Connection with Customers• Better Ideas for Improvement• Increased Customer Satisfaction and Loyalty