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Brewing The Future: Starbucks'S Research Into Next-Generation Customer Experiences

The document discusses Starbucks's research into enhancing customer experiences for younger generations, specifically Gen Z and millennials, by adapting in-store and digital offerings. It outlines a mixed-methods research approach to understand customer preferences and highlights the importance of innovation and sustainability in maintaining market leadership. Challenges faced during the research process include reaching representative samples and translating findings into actionable strategies, with recommendations for future growth opportunities and improvements.

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oswallakshya
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9 views9 pages

Brewing The Future: Starbucks'S Research Into Next-Generation Customer Experiences

The document discusses Starbucks's research into enhancing customer experiences for younger generations, specifically Gen Z and millennials, by adapting in-store and digital offerings. It outlines a mixed-methods research approach to understand customer preferences and highlights the importance of innovation and sustainability in maintaining market leadership. Challenges faced during the research process include reaching representative samples and translating findings into actionable strategies, with recommendations for future growth opportunities and improvements.

Uploaded by

oswallakshya
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BREWING THE FUTURE: STARBUCKS'S

RESEARCH INTO NEXT-GENERATION


CUSTOMER EXPERIENCES.
Presented by Lakshya,
Lakshay, Kshipra, Karan, Kritin
RESEARCH PROBLEM AND PROBLEM
STATEMENT

Specific Research Problem: How can Starbucks adapt its in-store and
digital experiences to meet the evolving preferences of younger
generations and maintain customer loyalty?
Problem Statement: "Starbucks faces the challenge of maintaining its
market leadership by adapting to rapidly changing consumer preferences,
particularly among Gen Z and millennials, who prioritize personalized
experiences, digital convenience, and sustainable practices."
REVIEWING EXISTING LITERATURE
& COMPANY BACKGROUND
Starbucks Background: Global coffeehouse Literature Review: Summarize trends
chain, known for its "third place" concept in the coffee industry, including the
and customer experience. rise of digital ordering, demand for
Research Model: A combination of market sustainable products, and the
research, data analytics, and customer importance of personalized
feedback. experiences.
DEFINING THE
RESEARCH
METHODOLOGY
Scope: Focus on understanding the preferences of Gen Z
and millennial customers in urban markets over a 6-
month period.
Methodology: A mixed-methods approach, including:
Online surveys to gather quantitative data on
customer preferences.
Focus groups to explore customer attitudes and
behaviors.
Analysis of digital data from the Starbucks app and
social media.
Justification: This approach allows for a comprehensive
understanding of customer preferences, combining
quantitative data with qualitative insights.
IDENTIFYING DATA
SOURCES & DATA
Online surveys: Questions on digital ordering
COLLECTION
preferences, sustainability concerns, and METHODS
PRIMARY desired in-store experiences.
Focus groups: Discussions on customer
DATA: perceptions of the Starbucks brand and
suggestions for improvement.

Starbucks's internal sales and customer


SECONDARY data.
DATA: Market research reports on the coffee
industry.
Social media trends and customer reviews.
EVALUATING THE ROLE
OF RESEARCH IN
STARBUCKS’S GROWTH

Research-Driven Decisions: The development of new digital


features, the introduction of sustainable packaging, and the
redesign of in-store layouts.
Impact on Innovation: The Starbucks app's mobile order and pay
feature, and the ongoing development of personalized offers.
Competitive Advantage: Starbucks's ability to adapt to
changing customer preferences has helped it maintain its market
leadership.
CHALLENGES & LESSONS
LEARNED DURING THE
RESEARCH PROCESS
Challenges: Reaching a representative sample of Gen Z
customers, analyzing large volumes of digital data, and
translating research findings into actionable
strategies.
Lessons Learned: The importance of using a variety of
research methods, the need for continuous monitoring
of customer feedback, and the value of agile
development.
Recommendations: Invest in advanced data analytics
tools, enhance the Starbucks app's personalization
features, and conduct regular customer feedback
sessions.
IDENTIFYING FUTURE
GROWTH OPPORTUNITIES
& CHALLENGES FOR
STARBUCKS
Current Challenges: Increasing competition from smaller cafes,
rising costs, and the need to maintain brand relevance.
Research-Based Solutions: Explore new in-store technologies,
expand the menu with innovative and sustainable options, and
enhance the digital customer experience.
Future Growth Opportunities: Expand into new international
markets, develop new partnerships, and leverage emerging
technologies like AI.
Recommendations: Focus on personalized customer experiences,
continue to invest in sustainability, and adapt to the evolving
digital landscape.
THANK YOU

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