Starbucks began to roll out the company’s Mobile Order & Pay experience, Starbucks Now, to 300 select stores in Beijing and Shanghai and plans to introduce this feature across China over the next year.
Starbucks Now, allows customers to place order in advance of their visit and pick up their beverage and food at a Starbucks store. The new feature is exclusively available to Starbucks Rewards loyalty program members through the Starbucks China mobile app. This feature is testament to Starbucks commitment to driving meaningful innovation that brings high-quality coffee to customers, while using digital technology to address their needs for convenience and speed.
“Starbucks Now represents a significant opportunity for Starbucks China to drive new innovative customer experiences,” says Belinda Wong, CEO, Starbucks China. “This builds on the latest of several digital initiatives in China, including Starbucks Delivers and locally-relevant gifting and e-commerce experiences. We are excited to offer this special mobile-order and pay service exclusively to our Starbucks Rewards members to provide convenience and speed to suit their on-the-go lifestyle and seamlessly integrate Starbucks into their daily lives.”
The roll out of Starbucks Now builds on the digital capabilities and infrastructure of the recently introduced Starbucks Delivers program in 2018. Starbucks Now will provide customers in China a unique and convenient way order, pay and pick-up their favorite Starbucks beverage and food item without the wait.
Innovating at the accelerated pace of modern urban life in China, Starbucks Now allows customers to choose a store location based on the GPS functionality of their mobile device to browse, customize a beverage, select a food offering, view order time, and pay— wherever they may be. Following confirmation of the order, baristas handcraft each beverage and have the order ready to hand to the customer when they arrive at the store. The simple convenience of mobile ordering means customers bypass the line.
In addition, Starbucks Rewards members also get Stars using Starbucks Now on all purchases, earning Stars 25% faster than if paying with a Starbucks stored value card, and reap rewards including free beverage and food and personalized offers through the mobile-order feature.
Starbucks Now is curated to enable customization in an entirely enhanced mobile order experience. Through the feature, customers can modify the beverage size, select the number of espresso shots and select their dairy preference. In a first-ever mobile-order feature for Starbucks, beverage options have been expanded to include: type of espresso shot, amount of whip cream and room for milk.
For beverages with strict temperature requirements for quality, such as Nitro Cold Brew, Cold Foam Cold Brew and Coffee plus Ice Cream, Starbucks baristas will handcraft beverages upon arrival.
Building on the Company’s mission to inspire and nurture the human spirit, Starbucks has created a unique and personalized pick-up experience for orders placed using Starbucks Now. Mobile-order customers will receive a secret code with an uplifting message to brighten their day. When the customer arrives at the store to pick-up their purchase, they can share the secret code with the barista to pick-up the order.
To register for the Starbucks Rewards program in China, customers can download the Starbucks China Mobile app and register to become a member.
Personalized, digital relationships with customers is important to the holistic Starbucks Experience in and outside of the retail stores and Starbucks China continues to be committed to creating deep customer relationships through innovating in digital capabilities and enhancing its unique coffeehouse experience.
Over the past 20 years, Starbucks has built a diverse portfolio of innovative digital offerings and capabilities in China. With the introduction of Starbucks Now, the company will further enhance the Third Place experience, deepen customer connections and strengthen customer loyalty for the long-term.
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