Starbucks: Brewing Success Through Aggregation

Aggregation, in the business sense, is the collecting and combining of information from different mediums in order to consolidate the data and

In the realm of social commerce, aggregation has many uses. Using social media, companies are able to collect vast amounts of information on different consumers. These companies can then take this data and uncover trends based on specific variables (Such as income, age, location, etc.).

Starbucks has been pioneering the use of different social media outlets to better understand customers needs and wants. What does Starbucks say is the most important aspect of social media? Listening. When launching their new instant coffee Starbucks Via, they employed several social media outlets to discover what customers had to say about the brand.

1). Twitter:  Starbucks used twitter to engage with customers, answer questions and allow consumers to voice concerns.

2). Facebook:  Starbucks uses facebook to upload videos, blog posts and photos. This creates a forum for customers to give feedback and open discussions topics. Instead of having to spend time collecting data on their customers, facebook has made it where customers are willingly bringing the information directly to Starbucks.

3). YouTube:  Starbucks uses YouTube to upload commercials, informational videos and updates on charitable works. This is yet another way they engage with their customers and, perhaps more importantly, allow their customers to engage with them.

Social media has created a whole new way for companies to collect data on their customer bases. The companies that take advantage of this, like Starbucks, are reaping rewards for their efforts.