In September 2012, a Starbucks Coffee House opened in Baden-Baden, Germany. But not just like that and simply anywhere; no, the L’TUR Tourismus AG (L’TUR Tourism Company) and the Coffee Shop cooperatively share the sales floor. The magic word here is sales promotion. Nina Meyer, spokesperson for L’TUR explains in our interview how this new cooperation works.
Ms. Meyer, how did L’TUR get the idea to combine a travel agency with a Starbucks Coffee House?
We are always looking for new, innovative ideas. We already have a nighttime travel agency at the Reeperbahn in Hamburg, where you can also buy drinks at a bar, and we also have a L’TUR shop with a snack bar in Baden-Baden. This is why a coffee shop in a shopping mall matches our previous approaches very well.
Why did you specifically choose a coffee company as a cooperation partner?
Starbucks is a strong brand that matches L’TUR very well. While they drink coffee, people have time to get inspired by our vacation packages. In addition, travel consultation takes places in a very pleasant atmosphere, which is very special in this context.
How does the combination of coffee shop and travel agency work in practice?
The combination of coffee shop and travel agency works wonderfully. Both companies benefit from each other in this instance. This way, L'TUR customers for instance stop by to book their travel or get service and then quickly also grab a coffee or a muffin to go. Starbucks’ customers on the other hand notice our special travel offers on our displays, while they drink coffee. This way, both companies get their individual benefits from the collaboration.
Is the Coffee Shop also operated independently from the travel agency?
Yes, the Coffee Shop is operated separately from our L’TUR shop. This is the first Starbucks Coffee House that opened in Baden-Baden and thus is also a success without the travel agency.
What advantages does this combined store concept bring for L’TUR and Starbucks?
Besides the opportunity to share an attractive sales floor, joint marketing campaigns are also possible. For the grand opening of the store cooperation, we advertised by offering discounts on coffee specialties by Starbucks, while the L’TUR branded coffee-to-go mugs were also a huge success.
The new store concept was launched in September of 2012. How have sales figures developed since the beginning of this cooperation?
Ever since our store is cooperating with the Coffee House, we have seen a slight upward trend. Since this is still a relatively new project, it remains interesting to see how the collaboration continues to impact sales volumes.
How do your customers like the combined concept of coffee shop and travel agency?
The new store concept is very well received by our customers. This is the first Starbucks Coffee House in Baden-Baden and many of our customers have provided us with very positive feedback.
Ms. Meyer, L‘TUR seems to be pleased with its cooperation with Starbucks. Are there more promotional cooperations planned?
The current success gives rise to optimism. Of course, we are always open to new, exciting collaborations with interesting brands.
The Interview was conducted by Elisabeth Henning; EuroShop.de