An Experience Marketing Case Study Of STARBUCKS(?) New Retail

A new retail reform in the context of the Internet has entered the historical stage based on the continuous development of new technologies represented by mobile Internet."New retail" mainly relies on Internet thinking,which not only upgrades the sales end,but also forces the digital transformation of the whole industry for various operating environments such as product development,production and supply chain,including product,logistics,customer and other data management,user portrait construction and behavior prediction analysis.This paper mainly introduces the relevant theories and concepts of new retail,and reveals the new era of retail,new retail model,and new retail technology.Taking Starbucks’ new retail model as an example,it uses the theory of customer value proposition and the theory of people,goods and fields to analyze its business model,and from the perspective of customer value,it reveals how Starbucks coffee uses new retail technology to achieve value creation and emotional empowerment,from the perspective of customer value.From the perspective of enterprise operation,it reveals how Starbucks Coffee uses new retail technology to improve enterprise efficiency.In the last chapter of the article,based on the results of the previous analysis,we try to predict the future development of Starbucks coffee.Through the new retail channel,under the background of big data empowerment,we can have a deeper understanding of consumers’ hearts,and provide retailers with more information based on consumers’ purchase behavior,including consumers’ preferences,product satisfaction,consumption structure,etc.Whoever can use new technologies to approach consumers’ hearts wirelessly,will make greater achievements in the future.Through the analysis,Starbucks coffee will continue to develop in four aspects:comprehensive direct marketing,digitization,community-based and high-end.Other retail enterprises will continue to learn and absorb Internet technology at different stages of business development,and make full use of big data technology to improve business quality and conform to industry development trends.