Starbucks cuts the cord

Starbucks (SBUX) is expected to announce today a national roll-out of wireless charging stations at its stores and Teavana outlets.

The company is partnering with Duracell Powermat (PG) on the initiative.

The marketing mavens working for Starbucks say the strategic move to eliminate the power cord in the charging process will strengthen the reputation of its brand as tech-friendly.

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Comments (10)
  • wiredless
    , contributor
    Comments (68) | Send Message
    Too bad they're becoming less people friendly.


    I am sitting in a SBX, writing atop scratched, faded & wobbly tables that are indicative of their furniture renewal approach. Local management tells me that the replacement (depreciation) schedule for such things is still a few years out.


    'Tech friendly' seems a pseudonym for concern to new patrons while undermining the value of existing habituated guests. This corporate mindset exhibits itself in more than a few enterprise organizations who consider themselves in almost blind arrogance as forward thinking entities.


    If the Starbucks approach to satisfying the customer beyond the bar extends to its new ventures, the marketing division will need to continue its emphasis on consumer buying-by-color-scheme rather than consumer need. Those working behind the bar aren't the only partner in their business (busyness) model.


    I hope SBX gets a charge out of their new strategy; my charging days at their stores will soon be transferred elsewhere. (usually I am not an anecdotal writer but this one charged right into my universe this morning).
    12 Jun 2014, 08:38 AM Reply Like
  • purpleboarder
    , contributor
    Comments (436) | Send Message
    File this under "D", for decaf.... Make the switch.
    12 Jun 2014, 09:32 AM Reply Like
  • civ-e
    , contributor
    Comments (698) | Send Message
    are all the tables always non-scratched and never wobbly in the other stores?
    12 Jun 2014, 01:18 PM Reply Like
  • jackooo
    , contributor
    Comments (1738) | Send Message
    Wow!!!!! That is catastrophic!!!!! A wobbly table and not brand new!!!!
    Try Dunkin Donut or maybe 7/11.
    12 Jun 2014, 03:35 PM Reply Like
  • Tschurin
    , contributor
    Comments (381) | Send Message
    You just misunderstood. Those tables were new and purposely "aged" to give it that old-world bistro look. Don't forget that SBX is going the wine and food route. Next up, the baristas will start acting annoyed and refuse to talk English, just like in Paris ;-)
    12 Jun 2014, 06:41 PM Reply Like
  • ChuckXX
    , contributor
    Comments (1859) | Send Message
    I think you need to try and understand that "furniture" is not their "claim to fame". Its "great tasting coffee" with lots of choices in that cup of Joe. I also think you need to understand that with well over 20,000 stores everything is not going to be "perfect" all the time. I think you need to "give them a break".
    12 Jun 2014, 09:01 AM Reply Like
  • jumpnjoey77
    , contributor
    Comments (1221) | Send Message
    PG is not the correct symbol.
    12 Jun 2014, 09:11 AM Reply Like
  • Dividend Garden
    , contributor
    Comments (489) | Send Message
    Yes, it is. Procter & Gamble owns Duracell.
    12 Jun 2014, 10:09 AM Reply Like
  • Bob Sutton
    , contributor
    Comments (84) | Send Message
    I'm not sold that Duracell's Powermat is more than a short-lived gimmick. To use it, you have to install your phone in a case that includes conductors to draw power from the Powermat hub. For most users, this means having to uncase their phones from whatever they were wearing before the battery discharged, a requirement that amply offsets the convenience of not needing a power cord.
    12 Jun 2014, 12:29 PM Reply Like
  • civ-e
    , contributor
    Comments (698) | Send Message
    does the store provide this conducting case or you have to bring your own?
    12 Jun 2014, 01:19 PM Reply Like
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