The power of digital media and social networks is something all businesses must accept, understand and embrace. The seismic shifts in how our people and our customers connect using digital communications have heightened the need for more constant, interactive dialogue. Because of the sea change in consumer behaviour, the challenge for any company is to continually create relevant customer experiences online while staying true to the company’s values and historic brand promise.
We have also observed that today there are a million ways of reaching out to each other via technology. However, it is important to balance the time to meet your loved ones for that moment of personal connection. In the world of ‘social technology’ where people are communicating with each other more than ever before, our recent campaign ‘Meet me at Starbucks’ showcases the impending need to “meet” each other rather than connecting virtually. It aims to celebrate the simple truth: Good things happen when we get together.
If we want to continue to create relevant, meaningful relationships with our customers, we must do so beyond our stores, which means extending the brand experience in the digital space.
(Manmeet Vohra is Director - Marketing & Category, Tata Starbucks)