Coffee and business go together, according to Patty Howell, director of corporate gifts for Seattle-based coffee-house chain Starbucks. With that in mind, the company mailed the first edition of the Starbucks Business Gift Catalog in October to an undisclosed number of names, 25% of whom came from the company’s house file. (Starbucks also produces a consumer catalog of gourmet coffees and related gifts.)
“Our target audience is business customers who want to share the Starbucks experience” with clients and co-workers, Howell says. The catalog sells coffee, tea, and related items. While the average order size was unavailable at press time, Howell says the response met expectations.
The company plans to publish two catalogs a year. “We’re looking to build a nonholiday customer base,” Howell says. “Although gourmet food gifts are popular during the holiday season, we want customers to realize that coffee gifts are appropriate year-round.” The next catalog is planned for March.