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 San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. 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

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...