Starbucks unveils details of its in-store media network

If you don’t already spend enough money on expensive coffee, Starbucks is going to make sure you maximise your in-store dwell time by providing premium digital content in Starbucks stores.

The coffee chain has revealed details of the Starbucks Digital Network, which it is launching in partnership with Yahoo in US stores this autumn.

The idea is to curate content exclusively for Starbucks customers, expanding the Starbucks brand experience into the digital environment. Content will be tailored to the location to make sure that there is increased personal and community relevance.

Visitors to Starbucks will be able to access content for free from providers (many of which are usually paid-for content providers) including iTunes, The New York Times, USA Today, The Wall Street Journal, Rodale, Yahoo! And Zagat through free one-click Wi-Fi.

Starbucks customers will be able to access exclusive content and previews, free downloads, career tools and local community news. There are six different content channels, including News, Entertainment, Wellness, Business & Careers, My Neighbourhood and Starbucks.

The move should set apart Starbucks’ offering from the now ubiquitous free WiFi provided by other coffee chains.

Starbucks has a history of acting as a content distributor in addition to a retailer, having already created a record label through which it has released albums from the likes of Paul McCartney.

Back to Source