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.
It 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.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
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.
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
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.
May 6, 2015
12:00pm ET/9:00am PT