第十二期【星巴克】
DAY 9 原文
「聽力錄音」
「聽力原文」
Andrew Charles: Thanks. Roz, one of the more impressive drivers of the US same-store sales has been growth in loyalty program with the 1.4 million members added during 1Q, the seasonal highest it's been on record since you guys have been disclosing this. And I was wondering, with this growing base of users, can you talk about the changes in the tactics you're using to market more effectively to these customers to help increase the spend as well as the visitation?
謝謝。Roz，美國同店銷售的一個更令人印象深刻的驅動力是忠誠度計劃的增長，在第一季度增加了140萬會員，這是自你們披露這一消息以來有記錄以來的季節性最高值。我想知道，隨著用戶數量的不斷增長，你能否談談你為更有效地向這些客戶推銷而採用的策略的變化，以幫助增加支出和探訪次數？
Rosalind Gates Brewer: So, yes, Andrew, just a few things there. One is we have a very effective media spend. And so if you go back a year or so ago, we were either – had very small investments in our media spend or not very directed. And so now we are better at understanding almost a one-to-one relationship with that consumer. And so if we have an email address, we can look at their past purchases and then suggest to them what they could enjoy in our stores, and then also to alert them to Happy Hour and other events that are happening in the store. And we didn't have that in the past.
那麼，是的，Andrew，這裡有一些東西。一是我們有非常有效的媒體支出。所以，如果你回到一年左右前，我們要麼在我們的媒體支出上有非常小的投資，要麼沒有很好的指導。所以現在我們更善於理解與消費者之間的一對一關係。因此，如果我們有一個電子郵件地址，我們可以查看他們過去的購物記錄，然後向他們建議他們在我們的商店裡可以享受什麼，然後還可以提醒他們在歡樂時光和商店裡發生的其他事件。我們過去沒有。
And then in addition to that is when we introduce new items and so what we're seeing from a Cold Brew perspective is also just speaking to them about the new cold beverages. So it's having that one-to-one relationship and access to them and can personalize the offerings that we have to our customer base.
除此之外，當我們介紹新產品時，我們從冷萃冰咖啡的角度所看到的也只是向他們介紹新的冷飲料。因此，它擁有一對一的關係和訪問權限，可以對我們的客戶群提供個性化的服務。
「金融重點詞彙解析」
1. Cold Brew: 冷萃冰咖啡，普通的冰咖啡只是將冰加到熱咖啡裡進行冷卻而成，純粹是為了降溫。但冷萃咖啡，是要求低溫萃取，減少咖啡豆釋放的單寧酸，也會使得咖啡本身的酸澀感和咖啡因含量降低，不僅製作起來更耗時間、耗成本，口感更是完全不同。
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