Starbucks trying out new store model in China to deliver innovative customer experience

The Starbucks Now store is the company’s first express-retail format location that integrates Starbucks physical and digital customer touch points.
  • vaishnavi News Editor
Starbucks

Starbucks China has launched its first Starbucks Now store in Beijing, China. The Starbucks Now store is the company’s first express-retail format location that integrates Starbucks physical and digital customer touch points.

The new service combines the signature Starbucks cafe environment with mobile order and pay and Starbucks Delivers customer experiences.

Leo Tsoi, Retail President and COO, Starbucks China, said, “The Starbucks Now store is a testament to our unwavering commitment to delivering innovative customer experiences through new retail formats. This new retail format and design approach provides us with a platform to offer customers a fast and convenient retail experience to suit their on-the-go lifestyle.”

The store will greet the customers with a Starbucks barista at the elevated concierge counter for assisting with ordering or order pickup. An area has also been dedicated for delivery riders, enabling quick and easy pickup supported by baristas offering the unparalleled best-in-class Starbucks Experience.

In May, Starbucks China had launched the company’s mobile order and pay experience, Starbucks Now, across 300 retail stores in Beijing and Shanghai. Since its introduction, the program is now offered in more than 1,300 stores across four cities.

The launch of the first Starbucks Now store marks the latest milestone in the company’s continued efforts to bring its digital experiences for customers in China through unique and convenient store formats.

Starbucks is looking to launch new Starbucks Now stores across high-traffic areas including business and transportation hubs as well as to new cities in China.

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