[Image of: RetailWire Logo and Tagline (for print)]
 
[Image of: Ryan Mathews]

Ryan Mathews

Founder, ceo
Black Monk Consulting

Starbucks Takes Coffee to a Whole New, Expensive Level

November 30, 2012

FROM RETAILWIRE:
Starbucks, the company that convinced consumers to pay more for coffee drinks than they had ever done before, is appealing to the small luxury mindset along with the allure of limited supply to get consumers to pay $7 for a 16-ounce cup of coffee. What do you think of Starbucks' marketing of Costa Rica Finca Palmilera coffee?      [more...]

MY COMMENTARY:

Oh ... I think it worked.

By introducing the coffee Starbucks received millions of dollars in free publicity ... all without having to roll out the product nationally. And, if they do happen to sell any, I assume it will be at eye-popping margins.

As to why more retailers don't market scarcity, I'd say it was a function of CIDD (Chronic Imagination Deficit Disorder).

Search RetailWire
Follow Us...
[Image of:  Twitter Icon] [Image of:  Facebook Icon] [Image of:  LinkedIn Icon] [Image of:  RSS Icon]

RetailWire's
Getting Started video!

View this quick tutorial and learn all the essentials...