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.
Cynthia (Cyndi) Knapic, Head of Business at Animoto, discusses the latest trends in video marketing, why 'square video' is so popular, and how brands are changing their strategies with the rise of video.
Ecommerce marketing is all about coming up with new ideas to engage with customers. The latest trends are all about focusing on the customers and their needs, and that's a great way to improve your marketing efforts.
We all need data on the users that matter to us most. In many cases, to get this data, we need to have data forms to collect and capture information directly on our websites.
Facebook Canvas has been with us for just over a year and, whilst there are many brands that have made it work, there are others who have struggled with the new medium. What can we learn from both as we look to really make the most of Facebook’s flagship ad model?