Starbucks - eCommerce Gift Packs
Challenge
While the Starbucks brand is obsessively known for coffee, the brand explores new bounds and crosses merchandise on occasion. The goal of the Starbucks gift packs was to offer online shoppers an assortment of like-minded products in line with the Starbucks brand and demographic. These products were to be higher end items – pulled from slightly shifted characteristics of the company and its customers.
Action
The idea wasn’t that customer would purchase all the pieces in the giftset but one or two that truly pike interest. For the Cold Brew gift pack the outdoors was first billed but some new tech items helped the category take on a fresh perspective and reach the targeted audience. Keeping the formula the same: the category explored, key characteristics were defined and then a sprinkling of nuance was added for interest, I found additional arenas to move into and multiple product solutions for each.
Result
To showcase findings in each category, I wrote kept the intro short and sweet with a copy blurb, dropped in an inviting image and the listed the items on the side in addition to calling out the potential product placement in the aforementioned image. Following the intro the products were shown as a collection to further the feeling. Captioned with their key letter, name and price the products worked together to convey a sense of the overall category. The end result was 4 categories, 40+ products pulled together in a short presentation which the client presented to internal teams for the next steps.
Wanna to see the whole presentation?
