Since the past few years, Starbucks has been taking advantage of
developments in the digital tech
sector to enhance its service. It is now planning the next phase of its
computerised and in-store strategy that it is calling “new retail”.
The coffee company has recently crossed the 30,000-store mark across
the globe. It is experimenting with different types of outlets such as Starbucks Roasteries. In 2009, it
introduced a mobile application that supports in-app payments since 2011.
Moreover, mobile pre-ordering is available since 2015. Now, it is enhancing
customer experience through refreshed store designs, tech investments and a
revamped loyalty program based on a tiered model. Its CEO, Kevin Johnson
asserted that “building an enduring company means we are focused on how we
build the next 50 years of Starbucks”.
He has decided to implement these changes at an ideal timing. The
growth of e-commerce and delivery
options has resulted in a competitive retail space for firms like Starbucks. It
is having to rival with well-resourced big-box stores such as Target and
Walmart which are upgrading their in-store technology to increase loyalty among
consumers. As such, the coffee
company has been working on innovative systems that will change its
future retail experience. Follow this blog to learn more about this.
Starbucks is enhancing its retail strategy
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