In today’s retail world, we have hundreds of thousands
choices than ever before. As the E-Age comes to everyone, people make decisions
via various channels: search engines, blogs, customer reviews, WOM and etc.
Even in the same category with a comparative quality, there are tons of brands
available in the market. In this stiff competition, how to stand out and appeal
to the prospects is a big issue for a brand. What’s more important is how to
make a connection with customers and develop a CRM in the long run?
The book Believe me
just points out the answer: a well-developed storytelling is the key to win the
customers. As the book says,
“Brands have become personal
totems and value expressions for our lives—defining who we are, or who we
aspire to be.”
Here I would like to share my own experiences illustrate how
Starbucks developed their Empire as the most well known coffee brand in the
world. I’m not a coffee drinker and prefer to drink hot water, but in U.S. this
basic requirement seems much more difficult. The iced-drinking culture makes me
embarrassed to get hot water, but Starbucks opened the gate for me, I’ll never
have to worry about the scornful eyes by the baristas while at the same time it
makes me feel very grateful about Starbucks that I feel sorry to just take free
hot water away, therefore, for most times I take a piece of snacks.
Starbucks achieved extraordinary success in China. Even
it is the world’s largest and oldest tea-drinking culture country, many are
willing to go to Starbucks, sitting with snacks or fruit juice, chatting with
friends or surfing the Internet with free wifi (few
public places have it). People would like to pay for the premium non-coffee
products in this global coffee chains.
Apparently Starbucks just meets the demands of Chinese customers: Good taste and cozy
environment. People going to Starbucks is to get the "experience" not just the coffee.
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