Wonder

Research Outline

Prepared for Tracy L. | Delivered May 20, 2020

The Life Cycle of a Starbucks Customer

Goals

To use qualitative and quantitative measures to understand the life cycle of a Starbucks customer, their motivation to drinking Starbucks, their reasons to remain a customer, how long it takes for a customer to be an advocate and the type of Starbucks customers. 

Early Findings

Target AudienceAt the beginning of 2018, Starbucks had close to 30,000 outlets in 75 countries. Thus, this widens its scope and increases its opportunities to attract as many customers as possible. However, Starbucks has always been viewed as an affluent brand and its target audience as high income earners (approximately $90,000).  
To target and maintain high income and high spenders, Starbucks operates or opens its branches in affluent neighborhoods and sometimes middle-income neighborhoods.  
Motivation
 Starbucks rewards play an essential role in motivating customers. The loyalty programs come in two tiers; Green and Gold. 
The Green tier is a favorite for existing customers and has proven to attract potential customers because of its various perks that include free refills, mobile ordering, and payments, as well as exclusive member offers. Gold-tier customers also get personalized rewards. 
 
The fact that Starbucks caters to both coffee drinkers and non-coffee drinkers has also proven to be a motivation that inspires customers to keep going back to Starbucks to enjoy menu items such as desserts and sandwiches. 