And apparently, those profit-seeking efforts include messing around with how people scrub their free Wi-Fi while inside a Starbucks store. Currently, a customer enters the Starbucks Wi-Fi by visiting a special page and accepting terms and conditions of use. But according to Starbucks Chief Financial Officer Scott Maw at a UBS conference Thursday, the home of the $5 iced coffee is investigating having people hand over their email addresses to use the Wi-Fi.
By snagging the email addresses of Wi-Fi users (which may not be Starbucks Rewards members) the company can market directly to more consumers. Maw pitched it as making it easier for consumers, as if it's hard to sign on currently.
Maw's comments on the subject are below via a transcript of the presentation from FactSet:
"And the third opportunity -- and this is something that we're just investigating, we'll see if we can make it work is what we call Wi-Fi sign-up. So, if you want to use Wi-Fi in Starbucks we're going to make it easy for you, enter your e-mail once. Every time you walk into the store it automatically connects to Wi-Fi and you don't have to accept the terms and conditions again. That allows you to have the convenience of connection, it allows us to have the ability to have the e-mail addresses."
Hopefully, Starbucks won't ask to join your Slack channel next. But hey, if you are a Starbucks shareholder that has watched the stock fall 3.9% over the past two years, it's hard not to applaud the pursuit of fatter profits.
A Starbucks spokeswoman didn't immediately return a request for comment.