Let’s talk about tech, baby!
If your significant other gets jealous because of how much money and time you spend at/with Starbucks, you all should probably take up relationship counseling because you’ll be spending a lot more time there! Starbucks recently rolled out Powermats (the company behind those black wireless charging circles at Starbucks) to many of its locations, and soon, very soon, you’ll be able to wirelessly charge your iPhone X, iPhone 8 and iPhone 8 Plus there, too.
Why not NOW you ask? And because you’re asking that, I am going to assume some slice of millennialism because of your desire for instant gratification. I feel your pain! Powermat’s current technology isn’t compatible with Apple’s latest smartphones. The company is planning to roll out an update for compatibility so you can put down your iPhone and sip your Venti Caramel Macchiato while it charges. This news comes from SlashGear.
The reality – The wireless charging trend hasn’t really caught on, even with the wireless charging hardware being available on the market for a few years now. Samsung’s flagship phone users have been using this tech already for some time.
At this year’s WWDC (Worldwide Developers Conference), or even more informally known as, “The event Apple uses to showcase its new software and technologies for software developers and the general public” Apple talked about the release of a wireless charging dock that would charge patron’s devices quickly and efficiently. Well, that was three months ago and we have set to see this wireless charger. It will come. The bigger question is why this makes sense as a strategic move for Apple? I do have some ideas as to why Starbucks would jump on board to support the latest in smartphones. I’ll share a real-life experience to share my thoughts.
I was at the third street promenade in Santa Monica, CA this past weekend. One of the greatest things about being on the west coast is being able to see some of the coolest ideas being implemented in the real world and in turn, seeing them fall really hard as well.
Calvin Klein is teaming up with Amazon Fashion this holiday for a Calvin Klein X Amazon Fashion pop-up shop experience. Visitors to the pop-up shops can purchase in store, or they can scan a bar code in the Amazon App to have their items delivered to their home. The fitting rooms contain Amazon Echo devices, which allow shoppers to ask Alexa various product questions as well as control the lighting and play music of their choice. And just in case you missed it, users open their amazon app, scan products in-store and purchase them through the app with real-time pricing updates. There are no price tags, only UPCs. Not only are customer’s able to stock up on the basics, but there is live entertainment, and some pretty big names, on the second floor of his pop-up shop. What does this prove? Retails are trying to create experiences and not just week-over-week and year-over-year increases in their bottom-line sales goals. Calvin Klein took a very innovative approach to driving this experience. There is also the opportunity to drive new app download and purchases through this channel, while likely preserving very little margin, but driving volume (it’s a test so it’s relative). The store is a prop! Nothing that was displayed could be purchased. The shipment you receive will come from a distribution center located right in your back yard. Brilliantly done, in my opinion.
How Starbucks is getting in on the experience? Just like every other retailer and every other channel, the longer your customers are there, the better chance you have to capture the sale. With the Calvin Klein and Amazon example, live music and entertainment is keeping them in the store. And in Starbucks’ case, wireless charging stations, addicting coffee, and an atmosphere that could rival any industry, all in the hopes that you’ll come back and do it again.
So, the next time you think about buying a fresh new pair of underwear, or your next caffeine fix, enjoy the experience, because retailers and especially marketers just want you to stay a little while longer.
Thanks for reading and stay tuned for more!