Shop

The main Shop page is visually striking.  It uses the most images when compared to the rest of the site pages.  I think this is a smart move on the part of the text.  By showing so many images of the products that are available for online purchase, the site avoids creating a mundane and lengthy grocery list of items.  Instead, the images draw the reader’s eye because each image is different from the rest.  If it were just text, the eye would grow “bored” with too much consistency and the text would lose the attention of the reader.

The reader visiting this site values specific Starbucks products.  Either the reader is looking for more information about a specific item, or is visiting this text to make a purchase.  The text caters to these needs by providing information and the ability to purchase.  For instance, a reader may be interested in purchasing the new Verismo System, which would allow the reader to make the delicious beverages he enjoys at Starbucks at home.  However, the reader needs to do his homework first.  The Verismo System page and subpages include a plethora of information regarding what the system does, what one needs to operate and create drinks, purchasing ability of the system and needed supplies, first time users guide, tech support, FAQs, warranty information, and machine registration.  Each of these categories have their own pages with textual information and visual images as illustrations, except for some of the support pages.  All the Shop subpages are like this: a wealth of information, pricing, and purchasing availability.

The design on these pages is different from the rest of the website.  The main shopping subpages, Coffee, Tea, Equipment, and Drinkware, look like Etsy and Macy’s.  On the left side of the page are options for narrowing down the selection.  In the main body of the page is a grid of 4x4 blocks, with each block having the image of a purchasable item and the price.  The grid view is default, though the reader can choose to view the items in a list view instead.  The grid view is very spatially organized and simple.

The Starbucks shopping store takes the reader to a separate domain, therefore, the store is only linked the to the main Starbucks website.  With this in mind, the blog is non-existent on the Starbucks Store pages.  This again brings up the question about why Starbucks has chosen that purchasing messaging is out of bounds for blog content.