第十二期【星巴克】
DAY 18 原文
分析師Dennis Geiger想了解星巴克銷售增長的驅動因素。
「聽力錄音」
「聽力原文」
Kevin's remarks also reveal that we are growing in every daypart. We're also seeing a significant growth pattern in our cold coffee. And so that includes all cold beverages, meaning tea as well. And we're seeing cold beverages grow in the morning and the afternoon occasion. We're seeing also, too, the work if you recall when we began to grow and change our program in loyalty around multi-tier redemption, we are seeing growth with the occasional customer. And there is some connection between cold coffee, afternoon occasion, and the occasional customer. We are seeing growth after 11 o'clock in the afternoon with the occasional customer and with cold coffee.
凱文的話也揭示了我們每天都在增長。我們也看到了冷咖啡的顯著增長模式。所以這包括所有的冷飲，也就是茶。我們看到冷飲料在早上和下午的時候都在增長。我們也看到了這項工作，如果你還記得，當我們開始增長並圍繞多層贖回改變我們的忠誠度計劃時，我們看到的是偶爾有客戶的增長。冷咖啡、下午場合和偶爾的顧客之間也有某種聯繫。下午11點以後，我們看到了增長，偶爾有顧客來，還有冷咖啡。
So we think that it's that combination that's really happening for us, Dennis, in terms of the beverage innovation. So right beverage for our customer base, improving the work that our partners have to do in our stores, so that they can interact with the customers and improve customer engagement, and then learning from our digital relationships and understanding how to market to our customer base and bring them in the store. And a great example of that is our reimagined Happy Hour. And so we're doing, we're combining these three initiatives together, and we are convinced that this work and the discipline around it is really driving our comp performance. And we can see this in future quarters.
所以我們認為，在飲料創新方面，這種結合對我們來說才是真正發生的，丹尼斯。因此，為我們的客戶群提供合適的飲料，改進我們的合作伙伴在我們商店中必須做的工作，以便他們能夠與客戶互動並提高客戶參與度，然後從我們的數字關係中學習，並瞭解如何向我們的客戶群營銷並將他們帶進商店。一個很好的例子就是我們重新想象的快樂時光。所以我們正在做，我們將這三個計劃結合在一起，我們確信這項工作和圍繞它的紀律確實在推動我們的薪酬表現。我們可以在未來幾個季度看到這一點。
「金融重點詞彙解析」
1. Customer engagement Selling：客戶互動銷售。是銷售人員與客戶之間的雙贏銷售理念和模型。真正形成與客戶的互動，將銷售過程與採購過程完美結合；銷售團隊的站位與配合關係到銷售連續與有序；銷售過程的評估管理。
2. Multi-tier redemption:分層贖回，在此指星巴克為維持顧客忠誠度提出的營銷策略--集齊不同數量的星星來兌換物品或服務。
財報聽力訓練營答案公佈
想了解財報聽力訓練營更多詳情，請關注阿浦研究院頭條號，或在文章評論區留言，阿浦會與大家聯繫。
閱讀更多 阿浦研究院 的文章
