Good afternoon, my dear followers. Here we met again!
I wonder how many of you are watching my blog through the WordPress App on your smartphone now. Yes, we all love App these days because it is convenient and useful. A company can use an App to engage with its customers and keep them loyal. But not every company can create very good one.
This week we are going to talk about the App for Costa coffee.
The storage of our smartphone is mostly limited. So an App must be useful to occupy the storage. That is, it should be functional and create value for users. The Costa coffee App can be connected to user’s social media account and can be a store locator. It also provide a Costa product catalogue, puzzle game and free music. Sounds pretty good, hah?
But when you think deeper, what is all those functions related to a coffee shop App? It serves a purpose that people can locate the nearest Costa coffee and can know about the product of the company. These two functions are absolutely very good. Last week I talked about Cafebene, their App only shows how many stores they have instead of helping customer to find the nearest store. Obviously, on this point, Costa did better. However, Costa creatively offers a puzzle game in the App. It is like this.
I really doubt those days how many people will use this game to kill time. Not to say engage with the brand. It is too boring to attract the customers. If you want to use a game to engage with the customers, at least it should to unique and fun to play.
The function should be mostly related to the company. Costa App also provide some free music. It is good. Starbucks also provide free music. But overall, Costa App’s theme is unclear. On the other hand, Starbucks did a great job. They provide a membership program and you can even swipe the App to pay your bill in store. I really found the App payment thing is brilliant. You have no feeling you are using money but only see the number in an App is decreasing. And then you pay more happily.
A great App should not only be useful but also easy to navigate. If it is like a high-tech software, not too many people will like it. Again, just as we discussed last week, UX(user experience) is important. The Costa App is quite easy to navigate since it does’t contain too much stuff.
The design of the App is fine. It is consistent with Costa in store decoration and Costa logo—-simple and clear. What’s more, it provides numerous yummy pictures of the drinks and snacks. I always love those kind of pictures which looks sweet and delicious.
Overall, It is a pleasure to use Costa App as a store locator but I don’t think customer will engage with the brand through the App. After all, we already got Google Map App that can give us direction. Not too many people will willing to have it occupy the limited storage on the phone just because of the product introduction and the puzzle game. As for me, I will delete it immediately after I did this homework.
I really hate say so many bad things about all those coffee shop’s digital marketing tools. No matter it is Cafebene or Costa, they both provide really good products. It is just that the digital marketing is rising, and they should pay more attention to it to stay competitive. Starbucks’s achievement has a reason. And I believe to some extent it can contributes to their gorgeous App.
XOXO, see you next week~