Followed the opening of its first signing store in China, Starbucks has launchedÂ â€śStarbucks Nowâ€ť, a digital technology tool for mobile ordering and payment. Added to the Starbucks China app, it is available at 300 select stores in Beijing and Shanghai, with plans to roll-out nationwide.
The rollout of â€śStarbucks Nowâ€ť is built on the digital capabilities and infrastructure of the Starbucks Delivers program introduced in 2018. â€śStarbucks Nowâ€ť is integrated directly into the Starbucks Mobile App which is exclusive to members of the companyâ€™s rewards loyalty program. Members can order and pay for their food and beverages from a store of their choice ahead of their arrival.
â€śStarbucks Now represents a significant opportunity for Starbucks China to drive new innovative customer experiences,â€ť said Belinda Wong, CEO of Starbucks China. â€śThis builds on the latest of several digital initiatives in China, including Starbucks Delivers and locally relevant gifting and e-commerce experiences.â€ť
The introduction of â€śStarbucks Nowâ€ť aims to deliver a speedy experience via digital technology in a rapidly growing market. Starbucks stated that it had reached 8.3 million active members using the Starbucks Mobile App in China by the end of Q2.
â€śWe are excited to offer this special Mobile Order & 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,â€ť Wong added.
The company recorded China sales at 3% last quarter. It has opened 553 net new stores over the last 12 months, representing a 17% annual growth rate. The company stated that the success of Starbucks Delivers has given the company confidence, and it will be expanding it across 3,000 stores across 50 cities in the market.