How Starbucks uses Omnichannel Marketing in India to Engage with Customers

Starbucks merchandise — Does look nice doesn’t it? Embarrassed to say I do enjoy drinking out of it at home as well

So I’m sitting in Chennai, India at a 3 month old Starbucks , probably it’s 24,340th store and about to order an Alphonso Frappuccino when something catches my eye at the cash counter.

Starbucks Funventure Campaign — Point of Purchase Communication

Starbucks is running some kind of a funventure contest. So I pick up the brochure and learn more about it.

Starbucks Funventure Brochure

Starbucks Funventure Brochure

Quite interesting isn’t it. Drive engagement up in offline and online through social and incentivizing the customers with nothing more than a tall drink. But looking at the creative and the engagement it looks like the target audience are the younger shoppers, which loves having fun with engagement activities. And if you look at the 8 step funventure, it is exactly that. There’s playing, checking-in, role-playing, taking selfies, and winning free stuff.

Next I’m gonna talk to the store staff and see the response they’ve been getting and maybe just partake in the Funventure. ☺

Starbucks Alphonso Frappucino — This is what kept me going through all of this writing

So the stats are that 120 people across 20 odd stores have played these games across 3 days. Not bad. The key is how check ins drive organic google store rankings up.

Here’s how they’re promoting it across FB.

Starbucks India — Facebook Cover Image

and on Twitter:

Even came across this video that they’re promoting on FB made by one of their employees (I think):