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Your Latte with a Song
Starbucks and Apple team up to sell music at the coffee shop
mrd284@nyu.edu
“One grande nonfat chai, a tall green tea latte, and two blueberry scones,” said Alli DeFranchesco, a New York University junior, putting in her regular order at Starbucks on her way to work.
The barista swiped her credit card as usual - then handed her an iTunes Digital Release Card, good for a free download of the “Song of the Day.”
It’s a marriage of coffee beans and gizmos: a partnership between Starbucks and Apple to sell customers music with their coffee. Since early October, Starbucks goers in 600 locations throughout Seattle and New York City have been able to access Apple’s iTunes Wi-Fi Music Store — a “Now Playing” service, which allows customers to access the iTunes store with no hotspot login or fee. The iTunes Wi-fi store is to be introduced in 350 San Francisco Starbucks in November, 500 stores in Los Angeles in February, and 300 stores in Chicago in the spring.
“The idea is very young; a free song that’s easy to access,” said Alexis Henry, who represents Starbucks at ID Public Relations. “There is also great music from up-and-coming artists, such as Sia and Band of Horses.”
When an iPod Touch, iPhone, or any laptop is within range of Starbucks, an icon will pop up on the music store interface, and access the iTunes store. The “Now Playing” feature will show customers the song currently playing in the coffee shop, and let them buy it from iTunes for the standard 99 cents.
Kicking off this partnership; Starbucks will give customers “Song of the Day” cards, redeemable on the iTunes store for a free song selected by Starbucks Entertainment. “Song of the Day” gives away free handpicked songs in tune with the Starbucks style, including artists, such as Joss Stone, Dave Matthews, and KT Tunstall.
“The idea is really cool,” Michelle Surjaputra said as she played with her iPhone. “I always like adding to my iTunes library; I will probably download a song now.”
Starbucks also is offering a new gift card, the Starbucks Card Plus two. This card is a limited edition re-loadable Starbucks card. Upon activation, the cardholder receives two free song downloads of his or her choice.
“I reload my Starbucks card once a month,” said Serena Ham, as she sipped her latte. “I would buy a card today if I got two free songs out of it.”
However, at the end of the day or early in the morning, avid Starbucks fiends still go to Starbucks just for the coffee.
DeFranchesco redeemed her song later that day, but it was not a big priority.
“I’m addicted to Starbucks, go everyday,” she confessed. “But my schedule is crazy, I’m always on the go and this iTunes thing can be just another distraction.”
Some analysts are dubious that the partnership will boost sales.
“I doubt this would significantly change Starbucks’ traffic patterns,” the Morningstar analyst John Owens told the Seattle Times.
Customer reception seems mixed.
“If the service is easy and takes two seconds, sure I’ll use it,” said James Wiener, who often studies at Starbucks on Saturday mornings, bringing his iPod so he won’t be disturbed. “But the reason I come to Starbucks is so I won’t procrastinate, so downloading music is not really important to me.”
“I’m completely opposed to this,” said Patty Beck, an art student. “If Starbucks would offer free wi-fi, that would be a change; but it doesn’t need to become a customer’s personal office.”
Even baristas seem to have trouble keeping up.
“In the morning rush, I sometimes forget to hand out the cards,” confessed one, who asked not to be named. “People don’t want their receipts; another piece of paper is irritating to some customers.”
Erin Fitzsimmons, a 23-year-old professional, collects Starbucks City mugs and other memorabilia.
Will she spend money downloading songs at Starbucks?
“I probably shouldn’t, that’s dangerous,” she replied, laughing. “But then again, so is Starbucks.”
It's free for now, but Apple hopes you'll soon buy 99-cent songs at Starbucks. Photo by Michelle del Rio.