18A – Create a Customer Avatar

"College student studying in Park" by CollegeDegrees360 is licensed under CC BY-SA 2.0

Stella Bucks is a 21-year-old college student. She has a busy schedule, balancing work and an internship on top of being a full-time student. As a student, she spends a lot of time on campus, and relies on convenience when buying products. She typically purchases beverages on the way to class at locations near campus, such as the J. Wayne Reitz Union, Marston Science Library and Library West.

            Unlike most college students, Bucks is a health-conscious consumer and is picky with what she purchases: it should contain caffeine (she dislikes soda) and be a naturally occurring substance (cutting energy drinks out of the picture).

“I want a product that has health benefits,” Bucks said. “It must be environmentally friendly and something that I can grab on the go.”

Health is an influential factor that Bucks believes should be considered by everyone. It is central to human happiness and one’s well-being. Bucks understands this well. She lives a healthy lifestyle in her day-to-day life.

She is always on the go, and values convenience in a product, typically investing in pre-packaged drinks. Bucks frequently shops at Whole Foods, an eco-minded chain with natural & organic grocery items. Those that shop at Whole Foods care about the sustainability of the earth and prefer all-natural products.

Bucks tends to purchase Starbucks beverages because of their reusable containers, health benefits, and convenience. As a health-conscious person, she seeks products that are non-GMO, gluten-free, and environmentally friendly.

“I really like products that are trendy and creative,” Bucks stated. “I also really love the color green. When I saw Starbucks stores on campus, the first thing that stood out to me was that they promoted the use of reusable cups. Starbucks’ waste reduction strategy emphasizes their sustainable and social responsibility, making the corporation look healthy and cool, and what sold me on their products was the green logo.”

While many people have a favorite beverage, Bucks does not necessarily have one. She enjoys drinks with a subtle flavor and notes that some Starbucks beverages taste like water. It’s a healthy alternative for those that dislike drinking water.

As a student, Bucks is always looking for discounts. Starbucks offers the My Starbucks Rewards® loyalty program which frequently offers deals and discounts when a purchase is made. She tends to stop by the Reitz Union Starbucks because it’s on campus and buys a beverage almost daily, sometimes before class or when she is waiting for the bus at the end of the day.

When she is not at work, internship or school, Bucks enjoys working out at the gym and jogging. She doesn’t have a car and relies on traveling by foot to go places. Her favorite place to visit is the gym, because it improves her health and wellbeing.

“Whether it’s at the gym or on the way to class, I always try to keep a Starbucks beverage on hand,” Bucks said. “It really keeps me hydrated and the caffeine in the drink adds an energizing kick to the drink.”

What do you have in common with the customer avatar?
What I have in common with the customer avatar include maintaining a positive life attitude and purchasing Starbucks products as a result of having a busy lifestyle and because it contains caffeine. As a college student with an immersive lifestyle, both me and the customer avatar can grab a drink “on the go,” and Starbucks also offers bottled drinks for convenience. I am also tech savvy, using social media frequently which leads to me following the brand on various social media, such as Facebook, Twitter, and Instagram to see what the newest and trendiest available drinks are. By creating “an image to which customers want to associate themselves with,” Starbucks generates a sense of belonging among the audience and can be leveraged to achieve success. The customer avatar is goal-oriented, brand conscious, and conventional with a strong sense of brand loyalty, which has been fortified by the corporation through its delivery of high-quality products and services throughout years. As a member of the My Starbucks Rewards® loyalty program, I am frequently offered deals and discounts through social media and am encouraged to share and promote the brand through promotions such as BOGO (buy one, get one free) and Frappuccino Happy Hour. Both the customer avatar and I view Starbucks as a “home away from home,” to do work or take time for ourselves, along with the brand offering customers luxury in the form of a coffee beverage. The corporation’s stores are perceived as the third place in consumers’ minds, with the first being home, second as the office, and the third as a place to relax and grab a drink like Starbucks, due to the homely environment they provide.

If you have anything in common with the avatar, do you think that is a coincidence? Why?

I had multiple characteristics and traits in common with the avatar, and do not think it is a coincidence because both the customer avatar and I are loyal consumers of Starbucks products and beverages. Starbucks is one of the most popular coffeehouses in the world within the past few years due to its likable traits and customer engagement through social media such as Facebook, Twitter, and Instagram. Starbucks also utilizes brand strategy and brand loyalty, which has been fortified by the corporation through its delivery of high-quality products and services throughout the past years. By consistently introducing new and engaging customer platforms and keeping up with trends over time, the company has maintained a firm brand strategy along with engaging with customers to hear their ideas for the company to expand and improve its products and customer service. Starbucks treats consumers like family due to the store’s welcoming environment- while a majority of the target market goes to the physical stores for the beverage products, some also go for the experience as well. By maintaining superior customer service and the “Starbucks experience,” the brand will continue to be successful as one of the most popular stores along with maintaining loyal customers such as the customer avatar and me. Writing a customer avatar profile gave me the opportunity to define and understand the target customer through demographics and psychographics. It also allowed me to identify the needs and motivations of consumers, including a quiet environment to hold a conversation with family, friends, and colleagues, private time to his or her-self with free Wi-Fi and something to drink, or a unique present or gift for a friend during special occasions.