Starbucks.com and AIDA: What is Starbucks Doing Right?
Starbucks is a major brand that many people know and love. They are known for their handcrafted coffee and espresso drinks, which made them the largest coffee company in the world. Their branding and marketing not only reach out to coffee lovers, but those who want to see a change in sustainability among large corporations. By evaluating the AIDA of their website, we can find out how Starbucks intends to market to its customers.
On the homepage of Starbucks.com, they draw their customers' attention to their featured products, fulfilling the first aspect of AIDA.
The “Bonus Star Bingo” attracts customers attention and increases their desire to go to Starbucks even more to earn free drinks.
A: Attention/Awareness When coming to the homepage of Starbucks.com, the user will see a large photo and description of their newest, featured drink to capture their attention. Right now, with summer coming up, they are featuring their Teavana Shaken Iced White Tea, which looks refreshing, and thirst quenching; attracting the user to explore more of what goes into the drink. Since they have a clean, easy to use website that provides a navigation bar along the top for easy accessibility to the entire site, it attracts customers to utilize more of their site. Starbucks wants to provide as much information as possible in order to attract users to their site, making it a reliable source to answer any questions a customer or visitor may have.
I: Interest After scrolling down passed the delicious looking drink, Starbucks draws in users even further by promoting their rewards program and saying, “Make every sip more rewarding.” By advertising the Starbucks Rewards program, they are making their product look even more exclusive to the customer. The exclusivity of their product makes users want to sign up to earn rewards every time they go to a Starbucks.
D: Desire What more would coffee lovers want than to get their coffee for free by playing a game? Starbucks.com advertises their “Bonus Star Bingo” for members of their rewards club (just another reason to sign up!) that gives them 300 bonus stars if they complete a few different tasks on the bingo board.
A: Action By promoting their rewards program and the different ways you can gain free drinks and food, Starbucks is also capitalizing on this gain. Their two call to actions on the homepage are (1) to try their featured drink because it looks deliciously refreshing when it is a warm, sunny day, and (2) to join their rewards program because getting free stuff when you’re already shopping there is even better.
After learning about the AIDA model for websites, what can you do to attract and grab more of your viewers’ attention? Also, if you have any suggestions for me, please leave me a comment or take my survey on my Contact page!
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