第十二期【星巴克】
DAY 18 原文
分析师Dennis Geiger想了解星巴克销售增长的驱动因素。
「听力录音」
「听力原文」
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.
凯文的话也揭示了我们每天都在增长。我们也看到了冷咖啡的显著增长模式。所以这包括所有的冷饮，也就是茶。我们看到冷饮料在早上和下午的时候都在增长。我们也看到了这项工作，如果你还记得，当我们开始增长并围绕多层赎回改变我们的忠诚度计划时，我们看到的是偶尔有客户的增长。冷咖啡、下午场合和偶尔的顾客之间也有某种联系。下午11点以后，我们看到了增长，偶尔有顾客来，还有冷咖啡。
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.
所以我们认为，在饮料创新方面，这种结合对我们来说才是真正发生的，丹尼斯。因此，为我们的客户群提供合适的饮料，改进我们的合作伙伴在我们商店中必须做的工作，以便他们能够与客户互动并提高客户参与度，然后从我们的数字关系中学习，并了解如何向我们的客户群营销并将他们带进商店。一个很好的例子就是我们重新想象的快乐时光。所以我们正在做，我们将这三个计划结合在一起，我们确信这项工作和围绕它的纪律确实在推动我们的薪酬表现。我们可以在未来几个季度看到这一点。
「金融重点词汇解析」
1. Customer engagement Selling：客户互动销售。是销售人员与客户之间的双赢销售理念和模型。真正形成与客户的互动，将销售过程与采购过程完美结合；销售团队的站位与配合关系到销售连续与有序；销售过程的评估管理。
2. Multi-tier redemption:分层赎回，在此指星巴克为维持顾客忠诚度提出的营销策略--集齐不同数量的星星来兑换物品或服务。
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