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Starbucks revamps omnichannel experience in China with Meituan tie-up

Starbucks has joined forces with Chinese e-commerce platform Meituan to create an ominchannel experience for its customers in China.

The Seattle-based coffee giant will allow its customers to use Meituan’s app to reserve spaces in its stores in Beijing, Shanghai, Shenzhen and Chengdu, where they can hold private events such as coffee tastings, workshops and gatherings under a service called ‘1971 Salon.’

Customers who prefer delivery can also use the Meituan platform to customize their Starbucks order, and if a product they want is sold out then the platform will reallocate their orders to another store.

Starbucks will also join Meituan’s new ‘Super Store’ feature where it will have a personalized page to allow customers to access Starbucks Delivers and Starbucks Now services to order food and beverages online, use the ‘1971 Salon’ booking service and check local events on a digital community board.

The retailer can also customize its page with store tags, photos, video clips and other content that showcases the design and character of each store and its baristas.

“Technological advancements in the pandemic era have blurred the boundaries between home, work and the third place,” said Leo Tsoi, chief executive officer of Starbucks China.

“This has inspired us to explore how we can transform a Starbucks store into a ‘1971 Salon’ that offers customers novel ways of experiencing the Starbucks brand that they love and are familiar with, as we unlock new occasions to surprise and delight our customers.”