Starbucks psychological tactics are effective online

Internet marketers could learn a thing or two from Starbucks. Instead of setting up “just another” coffee shop, Starbucks decided to be different. Rather than do what everyone else was doing it opted for a psychological approach.

What they wanted was to make people addicted to Starbucks, not necessarily to coffee. The idea was that Starbucks would become the third most important place for people in their daily lives, behind home and the office. In order to do that, Starbucks had to offer something other than coffee.

Instrumental in this process was the choice of tables; they are always round, never square. Round tables help people socialise more easily. Plus they invented words to create their own “culture” – such as “frappucino”. What this did was make people feel part of a special community.

That’s precisely what good web sites do – they allow people to socialise and connect with each other, or feel part of a special community. If your sales web site doesn’t achieve either of these things, then you are “just another” shop amongst the millions of others. Starbucks didn’t want to be “just another” coffee shop and look what happened to it when it decided to go the social/culture root. That’s surely something to consider for your online shop.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

Internet Psychology

Is your brain back to front?

British businesses will spend this weekend on tenterhooks as they wait for Monday’s announcement from the Government about the ending of lockdowns. For the past couple of weeks, the mutterings from 10 Downing Street suggest

Read More »
Internet Psychology

Can you do boring tasks?

Last week, not far from the M25 in Buckinghamshire, the biggest-ever boring machine in the UK started its slow churn through the Chiltern hills to dig a tunnel for the HS2 rail system. It will

Read More »
Fence painting
Online Business

When did you last paint your garden fence?

If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.

Read More »