1999 of the Starbucks cards sold out on the first day. What are the Starbucks Tmall stores selling?

Lianshang.com column: in December 2015, Starbucks also began to touch the net to do Tmall e-commerce, how does an offline coffee shop do Tmall? This is really a thought-provoking thing, after all, Starbucks is not a retail with a large number of goods. Let's take a look at the goods Starbucks sells on Tmall to analyze and learn how to be a cross-border diversified omni-channel retailer.

In the Tmall flagship store of Starbucks, it mainly sells three categories of goods, namely, star gift cards, star-sharing cards and beverage coupons.

Star gift cards and star cards are mainly divided into physical cards and virtual cards, physical cards are generated by logistics, while virtual cards can be delivered directly to the mobile phone. These cards can be connected to the original Starbucks membership credit card and accumulate points at the time of consumption.

Let's take a look at the whole process of buying and using a star card:

This is a 98-yuan star card on the website. the recipient's mobile phone number can be his or her relatives and friends who want to give it away, and the other party can receive the message through short message, enter the address and confirm it after confirming the conversion. the card can be delivered to the delivered consumer.

1200 yuan metal crystal star card, hanging on the mobile phone chain is not very cool, of course, the price is not cheap.

The delivery mode of beverage coupons is similar to that of virtual cards, which do not produce logistics and can be delivered directly to consumers' mobile phones, or directly related to star cards, resulting in cumulative points at the time of consumption.

The product is simple and the process is simple, but the meaning contained in it is not simple. First of all, there is a scene-style omni-channel, the scene is based on "gifts", you can give it to others, you can also give it to yourself, and you can also collect cards for Starbucks fans. This is a traditional offline mode that is put online to achieve the purpose of remote delivery of a heart. Secondly, the points of the star card can closely connect each consumption with the member and collect the member's consumption habits. If the consumer does not have the member software, he / she needs to download the software to use it because he / she needs to consume the star card he / she receives. This is similar to a viral spread. The points accumulated during consumption are the most necessary points for financial accounts and information system statistics at the back end of retail enterprises.

1999 of the metal black cards sold out on the first day of business at Starbucks Tmall.

Among them, the design of goods, the planning of consumer-side processes, the process planning of retail enterprises, and the goals to be achieved all need to be carefully planned in advance. This is closely around the commodity transactions made by Starbucks membership cards. If it is feasible to sell Via, cups or coffee beans on Tmall, of course, it is possible, but it is not meaningful to improve the points and opening cards of Starbucks membership cards. And logistics and warehousing have become an unbearable burden for retail enterprises.

Also offline entities do full channels, you can see, purpose, initial intention are very important, what kind of goods to sell, what kind of member experience to enhance, what is the extra cost to the enterprise, a small Starbucks Tmall store, really a lot of knowledge!

Lu Yan, editor-in-chief of Lianshang Shanghai Station, must indicate the source and the author when reprinted.