Starbucks Strategy from VP of Digital Marketing, Alex Wheeler

Like many companies, Starbucks' has its own set of lingo to describe some of the most game changing aspects to the field of digital marketing and engagement. One of the biggest challenges facing retailers today is how to create a cohesive shopping experience both in-person and on-line. Such terms include "the networked brand": a term that often described by other companies as multi-channel or omni-channel.

In a recent article of the Huffington post, Starbucks' VP of Digital Marketing explained the companies strategy as one built to support user generated content and deepen relationships with their customers. The first began doing this in 2008 and are always looking for ways to make the experience unique, relevant, and authentic

http://www.huffingtonpost.com/david-shing/sic-shingerview-alex-whee_b_4214400.html