Retail Innovation for an Iconic Global Brand
Elevating the customer experience in store for an iconic global brand
- Pathfinder and C-Suite Agenda were engaged by Starbucks to help evolve the offering for this iconic global brand. The challenge was to assess the consumer appeal of offering alcohol (wine and beer), and a late night menu in beta sites in Seattle; and to provide a roadmap that would help the brand operationalize an alcohol offering in stores across the country.
- Extensive ethnographic immersion in beta sites in Seattle for a period of days revealed that loyal customers found the alcohol offering very appealing and felt the brand was evolving and moving forward.
- Consumers wanted Starbucks to elevate the experience of serving alcohol in its stores and create theater around the experience as it does with serving coffee.
- After further testing in beta sites, Starbucks rolled out a wine offering as Starbucks Evenings in major markets in evening store locations around the country.