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Starbucks pushes new bistro items via targeted mobile campaign

The company is running the mobile initiative within The Weather Channel’s iPhone application. Starbucks has used mobile advertising in the past to promote ongoing promotions such as new drinks, products and other incentives.

“I’m a little partial since I love Starbucks bistro boxes,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“The fact that they are marketing this option to consumers to let them know Starbucks is not just about coffee could open up an entirely new revenue stream for them,” she said.

Ms. Troutman is not affiliated with Starbucks. She commented based on her expertise on the subject.

Starbucks did not respond to press inquiries.

New incentives
The Starbucks mobile ad campaign expands within the TWC mobile app and promotes the new Bistro Boxes for foodies in a hurry.

What is great about the mobile ad is that it is visually pleasing and features an image of the new product alongside a Starbucks refresher.

Consumers can tap on the mobile ad to learn more.

From there, they are taken to the company’s mobile landing page where they can learn more about the bistro boxes, as well as other items such as bakery goods, breakfast items and Starbucks petites.

Additionally, users can further connect with the company via Twitter and Facebook through icons prominently featured.

There is also a Find a Store feature located at the top right hand corner of the page that lets consumers locate the nearest location to try out the products in person.

The mobile ad campaign is a smart move.

Not only is it a good way for Starbucks to promote its new food items, but by using location, the coffee giant is able to drive foot traffic to its locations.

Coffee for all
This is not Starbucks’ first foray into mobile.

This year alone, the company has gone above and beyond to make mobile an integral part of its overall strategy.

In January, Starbucks ramped up its mobile strategy and encouraged consumers to sign-up for its My Starbucks Rewards program via an in-store call to action (see story).

Later that month, Starbucks let coffee lovers find their favorite roast via a campaign that incorporated mobile bar codes (see story).

Most recently, the beverage giant used mobile and social media to increase in-store traffic and drive awareness for its promotion (see story).

“With the bistro boxes, lunch break can include Starbucks versus just an afternoon pick-me-up with a double shot coffee drink,” Ms. Troutman said.

“This is a good mobile marketing strategy for Starbucks,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York