Starbucks -- home of the $4 cup of coffee and white chocolate mocha frappuccinos -- is on a mission to boost sales of glittery snow globes and other noncoffee items.
Merchandise sales -- which Starbucks says have hovered at about four per cent of total sales in recent years, down from a high of eight per cent in 1998 -- have been a tricky area for the company, but one on which it remains focused.
Even as company planners sip this summer's new concoctions, such as pomegranate and tangerine frappuccinos, they are already looking toward the winter holiday season for a jolt in sales from tchotchkes, ornaments and gifts.
To get the job done, the coffee company has made Janet Parks its new vice-president in charge of merchandise.
Parks, who previously worked in a 'global creative role' at Disney for 12 years, was hired by Starbucks about a year and a half ago, and was given permission to do more hiring.
About 90 per cent of her team is new, Parks said, and the company has put merchandise on its beverage team's faster promotional calendar -- which introduces new products every six to eight weeks.
The winter holiday season is key to Parks' master plan for the noncoffee pipeline.
The holiday line-up will feature a glittery snow globe on a gold-colored base, at least three kinds of Christmas ornaments, a reusable Advent calendar that turns into a miniature chest of drawers at the end of the season and a dessert plate reading 'Cookies for Santa.'
Also on offer: plush 'Bearista Bears' wrapped up for winter -- a reference to the 'baristas' behind Starbucks counters.
Parks sees holiday merchandise as a way to 'extend the cafe experience,' she said, reaching past customers' kitchens and into their living rooms with gift offerings that have only a slight connection to coffee -- or none at all.Reuters