Starbucks values mobile and offline business more and even abandons US online stores

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The status of offline stores is becoming more and more important.

Starbucks' official US website is on sale, and many goods can enjoy a 50% discount. However, behind the discount, Starbucks is actually a step in shutting down online shopping and implementing a major strategic change.

Starbucks plans to close its official online shopping mall after closing all Teavana tea stores. According to BI, from October 1st, the shopping entrance will not be seen on the official Starbucks website in the United States.

Starbucks has only opened official online shopping malls in the United States, Canada, Germany and France, selling packaged tea, coffee and mugs, coffee machines and other goods. After the mall in the United States is closed, consumers can buy through third-party shopping channels authorized by Amazon and other Starbucks.

Starbucks said that the closure of official online shopping channels is to allow consumers to patronize Starbucks offline stores. In other words, to promote offline traffic, increase same-store sales, whether it is to buy drinks or mugs, consumers are welcome to come offline.

The growth of same-store sales in the United States has been a worry for Starbucks' expansion. According to Starbucks' financial results, its same-store sales in the United States have long ceased to grow as high as they used to be, maintaining only a low single-digit percentage.

According to 36 krypton previously reported, BMO has downgraded Starbucks, mainly because its stores are too dense to attract more customers, leading to the "restaurant" situation.

In order to improve the situation, Starbucks "bucked the trend" by shutting down online shopping malls to bring passengers back offline. However, Starbucks said it will fully integrate the mobile experience in brick-and-mortar stores, and getting through online and offline will be the focus of Starbucks for some time to come. In other words, even if the store is offline, consumers can still enjoy "online" treatment, such as mobile orders and so on.

Starbucks believes that mobile orders should be more efficient, allowing stores to handle more customers per minute during peak hours. And studies have shown that consumers tend to spend more money on ordering meals on their mobile phones.

However, after Starbucks launched mobile orders, it ran into unprecedented trouble. There are too many mobile customers, resulting in long queues in some stores, seriously affecting the customer experience. Starbucks was so upset that at one point it was reported that in order to improve the congestion caused by mobile orders, Starbucks was likely to remove the mug and sell it in the online mall.

However, as soon as the news of shutting down the online mall came out, we knew that this possibility of alleviating the queue was pass. Starbucks said that after closing the online mall, it will seek to work with companies that specialize in digital to solve the problem of the mobile experience and further expand the mobile business. Currently, mobile payments account for 30% of Starbucks orders in the United States.

After the rise of e-commerce in the past few years, Starbucks has made a lot of investment in digitization. The closure of the online mall is an adjustment to the e-commerce business, from the PC to mobile and offline, and the combination of the two can be used in the now fashionable new retail. Businesses such as online malls are all handed over to third-party partners, and Starbucks is no longer investing too much.

In addition to restructuring its online and offline business structure, Starbucks has recently been expanding its range of consumer goods, such as selling new cups in offline stores and milk tea star ice music, which sells ready-to-drink milk in Shang Chao and other channels. Not long ago, Starbucks announced that it would resume selling pumpkin lattes for "Internet celebrities" to attract loyal consumers. However, some analysts believe that Starbucks is a new bottle of old wine, in this way can only attract existing customers, not new consumers.