There is no doubt that a constant norm among consumers will be to try to receive more for each dollar invested. This is one of the reasons why systems or benefits such as the classic “refil” have been especially well received and cared for by customers. This is a model that many brands have embraced and although few knew about it, Starbucks is one of them.
At least that is how it was seen by a recent video posted on TikTok where a user delivered this information of great value to lovers of the products of the green mermaid brand.
The information came from the hand of the TikTok user identified as @bestoftarget who made the knowledge of more than 500 thousand users that in Starbucks it is possible to fill a drink.
In the aforementioned video, the user documented this information, which she decided to confirm after one of her followers questioned about the possibility of obtaining more drink after making a purchase.
In this way, the creator of the video indicated that it was possible to obtain this benefit, although the possibility is limited to certain locations and certain products.
Thus, as shown in the video, the woman approached a Starbucks employee who attends a model located in the Target store to ask, “Hey, I want to know, do you refill your Starbucks for free if you shop at Target? “
“Yes”, answered the worker, at the same time that they “Just for hot coffee, iced coffee, and our iced tea.”
This video was followed by one more in which the TikTok user showed that she would have made this benefit valid, choosing an herbal tea of passion.
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After this video, many people thanked the material indicating that it was a pleasant surprise that they would soon use in their favor.
This benefit is not new and although it is part of the advantages that Starbucks makes available to its customers, the reality is that it has become clear that it is little known.
These types of “hidden” benefits that many brands have play in an interesting terrain that generates important and solid connections with the consumer.
And is that as various studies around consumer psychology show, people favor the “element of surprise” and tend to value especially importantly what they discover by chance.
This is known as the serendipity effect. As a recent study conducted by Rutgers University has shown, consumers embrace with particular interest those things that seem to have come serendipitously or a lucky, valuable and unexpected discovery that seems to arrive accidentally when looking for something totally different.
The effectiveness of this phenomenon in terms of marketing has to do with the so-called fatigue and choice that they now suffer from an overwhelming number of options in the market in the bulk of the categories.
Designing products, services or functions based on serendipity reduces the fatigue caused in consumption by having to decide between hundreds of options, which naturally translates into a satisfactory surprise that affects the purchase decision.
Generally speaking, serendipity increases enjoyment. The tests carried out by the Rutgers University indicate that the satisfaction and enjoyment of consumers with a product or experience that arrives unexpectedly was between 10 and 25 percent higher than those with whom the result was already known.