There are many channels the organization may use to communicate with its potential customers. Once the customer is ready to make a purchase, the organization must have the channel or channels that will allow for a seamless buying experience. The consumer may order Starbucks coffee via app and pick up the coffee at the store.

This discussion addresses the following module outcomes:

• MO1: Understand how the supply chain creates value for the consumer (CO5, 8)
• MO2: Understand the needs of the multi-channel and omni-channel consumers (CO1, 5)

Analyze the marketing strategies for omni-channel consumers. Using the course materials and/or additional research, identify an organization currently using omni-channel marketing and discuss how its omni-channel tactics correspond to best practices of omni-channel marketing.

Answer preview

Omni-Channel Marketing

Starbucks is one of the organizations currently using Omni-channel marketing. Starbucks is known to provide the best customer buying experience through the integration of their channels. There are various ways in which Starbucks has applied their tactics corresponding to the best practices of Omni-channel marketing strategies. One of the tactics employed by Starbucks was to create incentives and force channel adoption, which corresponds to the approval of technologies which support Omni-channel marketing strategies. Starbucks performed this practice by forcing a digital relationship with its clients, whereby customers were expected to accept contact from the company via email in exchange for free Wi-Fi. As a result, there are 10 million digitally registered clients who can directly access their reward program (Palmatier, Sivadas, Stern, and El-Ansary, 2019). Starbucks…

 

(450 words)