Turning Data Into Revenue Project: Starbucks
Strategy • Email • Automation • Experience Planning • Data & Analytics
Problem
A shifting societal emphasis on ease, speed and instant gratification, meant Starbucks had to rethink how to use data in a smarter way.
In order to unlock new value from its customers, Starbucks needed a new connected data strategy.
Outdated marketing tactics, siloed data, generic messaging, multiple agencies each fiercely defending their piece of the pie needed transforming fast.
This is where I stepped in…
Insights
Spreadsheet driven, handcrafted emails, x30 variants per week.
Blindly planning the next in isolation, disregard for data health and waiting for 2 weeks for results.
No data strategy, poor data collection and lack of behaviour insights to drive revenue growth.
Solution
Unlocking new value from customers through connecting intelligence, tracking end to end performance, data feeds in and out, delivering personalised and relevant engagement at the right time.
Creating an automated decision engine enabled personalised suggestive selling and recommendations, improved digital ordering experiences and emotional connections by leveraging purchase history, relevancy and context.
Scaling analytics and data science to drive performance and innovation
Enhanced analytics and cross-channel dashboard for store development and operations, including advanced ‘test-and-learn’ analytics to uncover key performance drivers.
Smarter food availability forecasting models to improve inventory accuracy and pricing strategies for customers and partners.
Results
x400,000 hyper personalised emails per week
