Starbucks develops unified China virtual store via Alibaba tech
Starbucks has launched a virtual store that brings together all of its digital services in one place in China.
This taps Alibaba technology to link up the Starbucks app and mobile apps within the Alibaba ecosystem, Taoboa, Tmall and Alipay, which were previously disjointed. It is powered by an online management hub and allows better tracking of sales across the likes of Starbucks by Alibaba and Starbucks Delivers, Say it with Starbucks social gifting and the Starbucks Tmall flagship store.
“For 20 years, we listened intently to the aspirational lifestyle needs of our customers and consistently challenged the status quo to elevate their mobile Starbucks digital experiences,” says Molly Liu, Vice President, Digital Venture, Starbucks China.
“Leveraging the strengths of our transformative strategic partnership with Alibaba Group, this new milestone in ourdigital strategy will significantly fuel our capabilities to provide an even more personalised and enticing one-touch digital experience for the Chinese consumer, while extending the accessibility of our digital innovations into the everyday lifestyle rituals of our customers, regardless of time or place.”
"Enabled by the unprecedented access to Alibaba's ecosystem, a first for one of the most dynamic and inclusive digital ecosystem in China, the virtual Starbucks store sets a new standard in New Retail experience for the Chinese consumer," comments Xu Hong, Vice President of Alibaba Group.
"Our cutting-edge New Retail infrastructure and digital power, coupled with Starbucks’ distinctive customer experience philosophies, will undoubtedly push the boundaries for our New Retail strategy. I am thrilled to deepen our partnership by exploring new innovative ways to elevate the experiences for our customers."
