The Sound of Brew-sic
Starbucks in 2015 integrated the Spotify mobile app with the Starbucks My Rewards programme, making the platform the default music source in all 7,000 Starbucks-owned stores in the U.S.
Through the partnership, 15.3 million reward members can listen to Starbucks music on Spotify, influence store playlists and earn reward stars. Also, and importantly, the agreement specifies that Starbucks promote Spotify Premium.
At the time of the deal, Spotify was battling competition from rivals such as Apple Music and facing criticism from influential artists, like Taylor Swift, who said it didn’t fairly compensate music creators. But those Starbucks Rewards apparently encouraged Premium purchases: From the end of 2015 to the end of 2017, Premium Spotify subscribers rose to 71 million from 28 million, according to public records.
Friends On 34th Street
Yes, there is a Facebook clause, but this one is more about clothes than contracts. Facebook recently opened pop-up shops in nine Macy’s department store locations.
The shops, which will operate through Feb. 2 in stores from New York to San Francisco, showcase nearly 100 small-businesses and digital-native brands that advertise on Facebook. For Macy’s, the shops are an opportunity to attract customers with fresh brands that set it apart from online and brick stores.
Facebook, meanwhile, could be collecting intel to build a cohesive digital retail platform after several less-than-stellar attempts. Its Marketplace platform, operating now, is essentially digital classified ads. If Facebook could find a way to succeed online, its advertising and revenue per user could climb — even if active user numbers plateau, The Motley Fool reports.
Bought In A Snap
Snapchat found a shopping option true to its role — a channel that offers limited-time deals. The feature, called Shop and Cop, sells goods from within the app, so users aren’t redirected to a retailer’s website. It operates through Shopify, the e-commerce shopping platform, but is curated by Snapchat and includes social influencer posts.
This isn’t Snapchat’s first retail rodeo. In October, Levi Strauss used its augmented reality lens so shoppers could virtually try on and buy Disney-themed apparel. In September, parent company Snap began testing a function that enables users to point their Snapchat cameras at products or bar codes and search for them on Amazon.
The Shopify partnership expands the number of retailers from which Snapchat can offer deals, and in doing so widens the lens on its advertising opportunities and other collaborations.
That Perk Is So Instagrammable
Instagram in November added features to make it easier for users to shop the many products posted by brands and influencers on its platform, and in doing so keeping them from leaving the app.