Customer Experience Marketing – Starbucks

Nowadays, almost all coffee lovers drink or heard of Starbucks. Starbucks is one of the most successful coffee chain in the world. It has more than 23 thousand stores in 64 countries, with 13 thousand in the U.S, 2 thousand in China, 1,500 stores in Canada, 1,000 stores in Japan and over 900 in United Kingdom. The success of Starbucks is undeniable. The company’s net-worth is multi-million. Like Starbucks’s CEO said “Everything Starbucks touch becomes gold”. Yet, the success of Starbucks does not come in one day. It is the result of creativity, hard-work, and strong desire which will inspire and motivate the next generation to look up and become more successful.


The beauty of Starbucks comes from customer experience enhancement. People do not come to Starbucks to drink a cup of coffee. Instead, they want to experience the environment, the service and the time spent in the store. It is obvious that the quality of coffee is of importance. However, the leverage that separate the brand image of Starbucks to other existing coffee companies is Customer Experience Marketing (CEM).

In Starbucks, CEM contributes a huge impact on the success of Starbucks. Nowadays, there are a lot of stores that resemble Starbucks. They have been trying to copy and paste the style that Starbucks has, the environment and the service. It is certain that besides CEM other elements such as finance, risk management, supply chain management play an important role. However, the key factor that draws the customers to the stores and make them become a loyal customer is an effective CEM.


What is a good location for business?


Hello everybody,

Location is always one of the most important decisions for every business owner. Location drives in sales. Location is the best method to market your product naturally. In business, location is everything. Yet, there are a lot of misunderstandings about a good location in business. Therefore, the topic today is to clear the misconception about location as well as define what a good location for your coffee house is.

I was lucky to have a talented friend who open a coffee house. If you ever travel to Vietnam, an Eastern oriented culture, please don’t forget to visit Alvelo Coffee in Su Van Hanh St, Ho Chi Minh City. After several visits to his coffee house, my dream of opening one becomes bigger. Since I was in secondary school, I always dream of being the owner of the coffee shop, because it makes me feel happy and fulfilled. I fell in love with the smell of coffee seeds. Therefore, I have been searching for information of the coffee industry. Any concepts and ideas are valuable for me. If I open a coffee shop in the future, the first thing that I must concern is location.

First of all, what is a good location? Obviously, everybody desires a high traffic location, because it is good for business. It is a market-free position. It also helps to confirm your product in the market as being one of the best. But really, it also consumes your business a lot of money. For the start, high-traffic place definitely affect the shop financially, because the monthly rent will absolutely sky rocketed. The business also have to compete with high-profile businesses in the neighborhood such as other coffee shops, the banks, the renowned restaurants. Everything becomes the major threat. Therefore, high-traffic location does not translate a high turnover in business.

A good location comprises of understanding of your needs and selection of demographic. Like Jacob Jaber, CEO of Philz Coffee, said “Passionate people who start it because they are passionate and talented with coffee, not because they want to start a business.” Running a coffee house is not only about making money. First, to start a business, it is imperative to ask yourself these questions:

  1. Does the place large enough for the business?
  2. Does the building need repairing?
  3. Is the location meet the brand image you want to build and maintain?
  4. How is the neighborhood? Does it near the center of the town?
  5. How is the competition in the neighborhood?
  6. If you are the customers, do you find it convenient to commute to the coffee house?
  7. Does the place have a parking spot?
  8. Does it near public transportation?
  9. Is the neighborhood adequate to your type of business?
  10. Considering you want to expand the business in the future, will the building accommodate this growth?

All in all, a good location can mean different things to different people. However, there are subjective factors that make a location a good location. Answering these questions can have you well-prepared for your future business in terms of choosing a desirable spot.

Hope you have a good time reading my blog. I also wish that you achieve knowledge after finishing it.

Goodbye and good luck with your dream job.



What makes the customers come to your coffee house?

Hello everybody,

Nowadays, drinking coffee is an essential part in most everybody’s life. The practicality from drinking coffee is huge. One sip of coffee can magically revitalize energy and make your day become more productive. That is one of the reasons why I am addicted to the coffee house.

In the past, people know how to make coffee since the 15th century. Coffee trees are believed to first appear in Yemen, South Arab. It was later spread to Egypt and North America. And by the late 16th century, its magic usage of revitalization reached the Middle East, Persia and Turkey. Now, there is nobody in the world does not know what coffee is.

A coffee house cannot be successful if the barista does not know how to make a good cup of coffee. Certainly, there are many elements that a businessman needs to consider before entering this challenging yet interesting market. When creating this blog, a lot of things come to my mind. Is it a successful approach in 4Ps which creates a successful business? Is it because of a good market analysis? And what elements from the brand that guarantee success?

From the experience of my travels, I always get attracted to these characteristics:

1. Brand identity



La Distributice |408 Avenue du Mont-Royal Est, Montréal, QC H2J 1W1, Canada
☎ +1 514-291-4825

2. Uniqueness

Starbucks coffee’s concept


Starbucks is known for its variety of menu and its great taste. My favorite is Strawberry Frappuccino. I am always in love with their smoothies and cream 

I made a to-do list when I came to the U.S to study. My goal is to put a small tick in the box when the task is done. Starbucks is an attraction. I like the coffee house’s menu board, its yummy recipe and the cozy environment. The interesting combination creates a unique Starbucks brand.


Up Cafe |269 Nguyễn Trọng Tuyển, Q.Phú Nhuận, Ho Chi Minh City, Vietnam

“Woa!!!” That is what I felt when coming to Up Cafe. The interior design is upside down like the name of the coffee house. The most amazing thing is not only the inside of the building is upside down, but the external structure as well. I came here to take pictures and experienced new layout offered by the coffee shop.

The uniqueness is sound and clear – the coffee house’s appearance. Up Cafe was widely known among coffee house lovers before it was build. However, I always feel that there is more than the layout that Up Cafe can offer.


Gac Hoa cafe |92 Phạm Ngọc Thạch

I went to this place countless of time. I cannot believe that in such a noisy and pollutant place like Saigon, there still exists a cozy, warm and romantic environment like Gac Hoa cafe. The first thing that I noticed is that this coffee house is full of flower blossoms. I felt like a princess when coming to this place.

3. Location

In my opinion, the best location to open a coffee house is in the most crowded district, in the intersection of the roads, near the school, and in the airport. Seriously, people know about your coffee house brand even before it is marketed. There is a reason that you always find Starbucks coffee somewhere in the airport.