Disney has Disneyland, Willy Wonka has his chocolate factory and Starbucks has its Reserve Roastery. Over the Christmas period, I had the opportunity to visit the newly opened Starbucks Reserve Roastery in Shanghai for a much needed coffee break.

Coffee Wonderland

Proclaimed as a “coffee wonderland”, the Shanghai Roastery is the world’s largest Starbucks outlet, boasting 2,700 sq metres (30,000 sq ft) of coffee goodness. It is “the first fully immersive coffee experience in Asia”, including an integrated offline and online augmented reality (AR) for a truly multi-sensory experience like no other. Stepping into the doors of the building, I felt like a kid in a candy shop, surrounded by stimulus at every corner. Staring at me was a glorious two-story copper cask, with over 1,000 traditional Chinese stamps, hand-engraved to narrate the story of Starbucks and coffee. I could feel caffeine flowing in my veins, before I even tasted my first drop of coffee for the morning.

I took my time to get a full tour of the place, afraid to miss out on any attractions. The Roastery features the longest Starbucks coffee bar in the world, including a food-coffee pairing bar, a 27-meter long bar for their “Cold Brew Towers”, a 3-D printed tea bar featuring its specially-crafted teas, Princi – a renowned artisanal baker, tasting rooms, a retail merchandise area with exclusive Starbucks memorabilia and more.

Throughout the store, customers are able to uncover more information through a customised app by simply pointing their mobile devices at key features around the Roastery to bring to life the Starbucks coffee journey. To help customers create their personal journeys, the Roastery web-app platform also incorporates a digital menu and shares details of the coffee bars, brewing methods etc. At each step, customers unlock a virtual badge and receive a custom Roastery filter upon completion to commemorate the moment and share on social media.

This experience also extends to Alibaba’s online marketplace, Tmall, allowing customers to purchase exclusive Shanghai Roastery memorabilia and whole bean coffee for delivery directly to their homes, or to register for specially curated coffee tasting experiences.

Best of both worlds: a 360 experience

As technology advances, it may seem like an endless tug-of-war between brick-and-mortar stores and e-commerce. However, this need not be a zero sum game.

Starbucks has seamlessly integrated an in-store and online customer experience, marrying the best of both worlds. While technology allows customers to customize and visualize different possibilities at the click of a mouse, we still yearn for a personal experience that engages our primary senses of sight, hearing, taste, smell and touch.

While most businesses do not have the luxury of the resources and financial strength of Starbucks to tap on, perhaps what we can learn or at least think about is how to better integrate in-store and digital experience for an immersive experience for customers. Be it through smaller scale sampling stations with an option to purchase online, branded walls to tell your brand story or simple games and activities to engage your customers, let’s think of the value that we can bring to customers and not just the sale that we can make. Build a story, create an experience and people will be drawn to you like a hot cup of coffee on a cold winter day.

 

 

 

 

Let it go – Brand Lessons from Disney’s Frozen

Four years on and the movie Frozen still remains a firm favourite in the hearts of many. Apart from its catchy songs, heartwarming tales and vibrant display of colours, Frozen can teach us many important lessons such as the importance of family, staying true to yourself and dreaming big.

Little did you know that there’s a lesson that brands and corporates can learn from this movie as well. Hint: it’s in the famous lines that every child and adult (like it or not) know by heart by now: “Let it go, let it go, Can’t hold it back anymore”.

Let Go to Let’s Go

That’s right. Let it go. Let your brand go. Don’t hold it back anymore. Learn to let go of the reins of your brand and stop your obsessive control over it. It may sound scary to marketing professionals and brand custodians who swear by the holy grail of the Brand Guidelines – bravely fending off people, and rightly so, who encroach on the clear space of your logo amidst other deadly sins. However, as in the case of Helicopter Parenting, obsessive control and supervision can be stifling and smother your brand.

Learn to let go and see where your customers take you. As the saying goes, it’s not what you say about your brand that’s important but what people say about it. In this digital age and with the rise of social media, it’s impossible to control what people say about you and it’s okay. Instead, brands which fail to evolve, adapt and grow with its customers will eventually get left behind.

#nofilter

Being perfect is tiring and boring. When your brand sounds too perfect like a Stepford Wife, it loses authenticity and comes across as phony. Remove the makeup, embrace the flaws and be comfortable in your own skin.

Power to the People

If you can’t beat them, why not join them? Collaborate with employees and customers on the creation of ideas, content, products and design. Provide consumers with platforms to share their tips and tricks on getting the most from a product. Let consumers make the product their own – offer customisations, allowing consumers personable options to suit their unique needs.

Don’t stay Frozen in the times

Instead of micromanaging and passively reacting to consumers, take an active step and engage consumers and employees to be part of the conversation and help shape the brand. Sometimes your brand may get away from you and things might not turn out the way you envision it. But take a leap of faith and you’ll be surprised that the cold never bothered you anyway.

(Banner image credit: Disney)