第21回｜星巴克 APP 遊戲化：綁住 1100 萬日本會員的設計邏輯

from 日本商業現場 · host 研究生 Keith

1100萬會員在用APP點餐，卻沒人想到取暱稱這招會讓東京人開始聊天。 . ▍本集重點 • 星巴克日本會員數從2017年150萬成長到2022年1100萬，成長7.4倍 • APP暱稱系統設計讓冷漠東京人在店內互動，提升品牌黏著度 • 47都道府縣蓋章機制，讓消費者貼咖啡錢換認證，創造重複購買 • 獎勵制度從簡單星星兌換升級到100顆換食物、150顆換飲料的多選方案，滿足不同消費心理 . 📌 本集精選自《日本大特搜》EP42，加入最新觀點重新錄製。 . 🎧 Keith 的另一個節目《日本大特搜》——日本旅遊、美食、生活文化，每週更新。 Apple Podcast: https://researcher.studio/jv-apple Spotify: https://researcher.studio/jv-spotify -- Hosting provided by SoundOn

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第21回｜星巴克 APP 遊戲化：綁住 1100 萬日本會員的設計邏輯

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