Starbucks China Launches Member Exclusive Service "Online Point-to-Store Collection" Starbucks Now

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On May 21, Starbucks launched an online click-to-store service called "Coffee Fast Starbucks Now" in China. The service is the first to be launched in representative business district stores in Beijing and Shanghai, and will cover 300 stores in Beijing and Shanghai by the end of the month, and plans to gradually extend it to the whole country. At that time, members of Starbucks Club can enjoy the efficient and convenient Starbucks experience through "Starbucks APP" with a variety of choices: choose the nearest store to place an order in advance and receive an exclusive order directly from the production desk after arriving at the store to reduce the waiting time in line. This "cache" service provides almost the same choice as the store side, so it can achieve personalized customization.

Starbucks shows its strength by opening the "cache" service.

"We name the 'click online, pick up at the store' service as' Kaikuai', which symbolizes Starbucks' dual brand commitment to the quality and speed of drinks such as coffee." Wang Jingying, CEO of Starbucks China, said, "the launch of 'Kaikai' is not a simple concept copy or a simple technological update, it shows Starbucks repeatedly polishing and striving for excellence in customer experience details. Since the launch of Starbucks, Starbucks China has always listened attentively to customers' feedback on the mobile order payment experience, and based on the continuous improvement and improvement of these feedback, it has been synchronously applied to this new "Kaikai" service. for our customers to further deepen the Starbucks experience in the 'fourth space' of the digital field. "

Starbucks, which launched a new product not long ago, is now starting a new round of channel innovation. From Starbucks APP, we can see that the service option of Kaikai is displayed on the current page, involving products such as coffee, cake, ice cream, etc., the system automatically displays real-time location of nearby stores, chooses the nearest store to place an order in advance, and then directly picks up the goods at the production desk after arriving.

In terms of customization options, the online option of Coffee Express provides the same personalized options as stores. After the product is selected, there will be a customized option, depending on the specific product, such as cup shape, milk type, syrup type, sweetness, temperature, concentration and other options.

Starbucks member exclusive service to increase customer stickiness

To experience the "Kaikai" service, you must first have the official APP of Starbucks, and then join the Starbucks Club through the app. According to Starbucks Chinese officials, the "Kaikai" service will be fully connected with the Starbucks Club, and star fans will also be able to accumulate stars and exchange stars for coffee and other gifts. "Star" people bind star cards in the "Starbucks app" to spend money, accumulating one star for every 40 yuan, increasing the speed of star accumulation by 25%, and playing with "stars" easily. In the future, Kaikuai will also launch a variety of exclusive activities for members to continuously enhance the Starbucks experience of Starbucks Club members.

According to industry insiders, Starbucks' move is to deal with the challenges of downward coffee prices such as Luckin Coffee and convenience store coffee, as well as the challenge of diverting young consumers from new tea drinks such as happy tea. therefore, Starbucks is more willing to focus on product innovation and business model upgrading. Through this service, Starbucks hopes to use mobile Internet technology to improve store efficiency, reduce customer waiting time and improve customer satisfaction.

Judging from the current coffee market, even if it is similar to the cache model, Starbucks does not have an advantage in terms of unit price. if Starbucks wants to stick to its own price and maintain profit margins, Starbucks must make breakthroughs and innovations in experience. to provide more refined and accurate services for old customers.

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