Home  › Marketing › Strategies
starbucks-wifi

Starbucks Takes Cue From Airports With Branded WiFi

  |  August 13, 2010   |  Comments

The coffee retailer has struck agreements with The Wall Street Journal, Zagat, Nickelodeon, and others to offer store patrons "subscription-level" content.

The new Starbucks Digital Network will supply users with free editorial content that's otherwise considered premium, while also pushing music titles via iTunes, a spokesperson for the coffee retailer told ClickZ News. First reported by Mashable, Starbucks has unveiled plans to leverage its free WiFi offer at all retail locations as an in-house digital branding vehicle.

starbucks-wifiIt appears the Seattle-based brand will not sell third-party ads via the network. "Starbucks has different business relationships with multiple content providers," a spokesperson wrote in an e-mail. "Though the Starbucks Digital Network itself will be free of advertising, users may encounter ads on partner sites."

There's no doubt that Starbucks patrons will appreciate the complimentary WiFi access going forward. To further engender brand loyalty, the company said that "subscription-level access" to The Wall Street Journal, The New York Times, USA Today, Zagat, and Nickelodeon's preschool brand Nick Jr. Boost would be available through the retailer's portal. The spokesperson didn't specify exactly what kind of exclusive content would be involved, though.

When Starbucks' so-called digital network goes live this fall, it will become one of the first retailers to incorporate a web-access-based branding play similar to those provided by numerous U.S. airports and hotels. In addition, the access homepage will also pitch Apple iTunes downloads in a digitized version of the coffee retailer's cashier CD point-of-purchase displays.

Follow Christopher Heine on Twitter at @ChrisClickZ.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...