"Good Cost-Effectiveness" Gains Popularity Through Word of Mouth on SNS
Starbucks has started an event where customers who purchase 17 drinks receive a gift, and e-frequency stickers and goods are actively traded in the online secondhand market.
Starbucks is running the 2024 Winter e-Frequency event until the 31st of next month. During the event period, customers receive e-frequency stickers when purchasing drinks. By purchasing a total of 17 drinks?14 regular drinks and 3 mission drinks (promotional drinks)?and completing the coupon, customers can receive one gift. Starbucks holds frequency events twice a year, in summer and winter. This year's gifts include three types of planners, one calendar, and four types of portable lamps.
Starbucks' 2024 frequency goods are actively traded in the online secondhand market. Danggeun Market, Starbucks Korea
Because the goods provided as gifts by Starbucks are very popular, many people use the event period to earn extra income. The e-frequency stickers can be gifted to others within the Starbucks application (app), and this feature allows for secondhand trading. The price of e-stickers varies depending on the timing. Early in the event period, prices are higher as it is advantageous to secure the desired gift, and prices drop afterward.
Currently, on secondhand trading communities and platforms like Danggeun Market, mission drink e-stickers are traded at around 2,000 KRW, and regular e-stickers at about 1,800 KRW. Completed e-frequency coupons are also sold, trading in the mid-30,000 KRW range. The gifts themselves also appear as secondhand items. Portable lamps made by the design lighting brand Bonakia are sold in the 50,000 KRW range. Starbucks diaries are traded between 40,000 and 50,000 KRW.
This popularity is due to the scarcity and cost-effectiveness of Starbucks goods. The goods are produced in limited quantities and given on a first-come, first-served basis, often selling out quickly. Especially this time, the goods received much attention from the beginning of the event period due to the collaboration with Bonakia. The lamps sold by Bonakia are priced around 270,000 KRW, but by using the frequency event, they can be obtained more cheaply, making them known as cost-effective goods on social networking services (SNS).
‘Goods’ Event Unique to Starbucks Korea
Starbucks in the United States also has a reward policy for customers. When paying with a Starbucks card, customers earn 2 stars per dollar, and when paying using a Starbucks account, they earn 1 star per dollar. Rewards vary depending on the number of stars: 25 stars allow customers to select additional options for drinks, and from 400 stars, they can exchange for Starbucks products worth up to 20 dollars.
However, Starbucks Korea does not release various types of goods like this. Goods marketing is a unique event exclusive to Starbucks Korea. The event began in 2003 when customers who purchased 17 drinks were given a planner as a gift.
There has been some controversy over goods marketing. Some gifts provided did not meet consumer expectations. In the 2022 event, the gift 'Summer Ready Bag' was found to contain formaldehyde, a first-class carcinogen, and Starbucks was criticized after it was revealed that the company proceeded with the event despite knowing this.
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