Variable Markup

According to a Starbucks Gossip blog and Associated Press, Starbucks has announced that they will reduce the number of drinks on the menu.   This will be put into effect to attempt moving the lines a bit quicker. 

 I would have preferred that they look at other options like preorder by cellphone app/web and pay by PayPass.  For a non-digital solution, a Starbucks addicted coworker of mine has been asking for a self service coffee bar that works on the honor system. 

I imagine that even though the options are taken off the menu, the Barista’s will continue to make customers favorite drinks as long as they have the ingredients.

The comments on Starbucks Gossip are a bit frightening.  Many of which seem to be Starbucks Barista’s.  I guess that’s the last time I order a venti half caf, organic soy 2%, dry foam, over ice with caramel syrup.

Two researchers from Columbia and Stanford have written an interesting research paper which may contradict long held beliefs that product choice is king in retail.  They conducted three studies which reviewed the patterns and habits of people deciding a path when both a small and large set of options were provided.  I recommend that you read this paper and take it’s findings into account in your merchandising behaviors as well as site, store and catalog design. 

 While I understand the frustrations of  having many products to choose from, I suggest that it comes from a lack of clear information and assistance provided by the retailer which makes the process frustrating and demotivating.   (continue reading…)