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Starbucks'S New Customer Experience Method In China

2011/9/30 16:52:00 33

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Wang Jinlong, chairman of Starbucks China, believes that "third space" is a very important item for Starbucks.

Marketing

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In addition to positioning the "third space" between the rest rooms between customers and offices, emphasizing the interaction between partners and customers, providing a completely relaxed atmosphere and quality coffee, providing the coffee service and the outstanding store style of Starbucks can also enhance the customer experience plan.

Starbucks provides extra service so that customers can bring coffee or refreshments home or office.

In November 2007, Starbucks introduced the concept of instant drink to China, launched the Starbucks bottle ice cream, once again let the classic Starbucks experience go out of the store, closer to customers, enabling customers to enjoy the delicious food at home, at work and on the road.

In April 6, 2011, Starbucks VIA coffee was officially launched in mainland China, Hongkong, Macao and Taiwan.

In Wang Jinlong's view, Starbucks VIA's non cooking coffee extends the pure Starbucks experience, enabling it to go beyond the store and enter the daily life of customers.

In Starbucks, coffee masters will carefully explain the knowledge of coffee, and will recommend the appropriate coffee varieties, so that customers find the most suitable coffee.

In China, Starbucks has opened regular Cafe classrooms in more than 400 stores, inviting customers to participate actively, explaining their coffee knowledge and sharing their experience.

Starbucks almost never advertises, nor does it do traditional marketing activities. Its success depends on "customer" loyalty to brand derivation.

Wang Jinlong said, "Starbucks opens one shop at a time, and customers only have one cup of coffee at a time, because Starbucks does not do wholesale business in a rough way. What we pursue is" repeat purchase "and" loyalty ".

Designing stores, local food and beverages

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On the other hand, Starbucks attaches great importance to the integration of local customs into Starbucks's customer experience to improve the quality of Starbucks's customer experience.

Different from McDonald's, KFC and many other fast food chains, the design style of Starbucks store is different according to the location of the store.

Starbucks has also incorporated many local elements in some stores in China, such as the front store in Beijing, the Yu Garden store in Shanghai, the Kuan Alley and Zhai Alley store in Chengdu, etc., which permeate the strong traditional Chinese culture and maintain the original flavor of the American style. The two goes hand in hand, combining seamlessly, bringing the unique Starbucks store experience to the customers with strong local characteristics.

In addition to providing unique external environmental experience, Starbucks also pays special attention to localization of food and beverages.

Since its entry into the Chinese market, Starbucks has launched a variety of beverages, food and beverages with Chinese characteristics.

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It includes Starbucks moon cake, Star Ice dumplings, black sesame tea, star ice tea, Chinese Starbucks tea, Mango Chicken Rolls, tofu vegetable rolls, and zodiac savings tanks and accompanying cups designed for the Chinese New Year and Mid Autumn Festival.

To celebrate the 10th anniversary entry into the mainland market of China, Starbucks launched a comprehensive coffee containing Chinese coffee beans in 2009 - Starbucks phoenix dance Xiangyun integrated coffee, and in 2010 launched 3 Chinese tea, which further extended Starbucks experience to the tea drinking areas Chinese consumers love.