Starbucks has worked consistently to become China’s to-go cafe brand. Now, as consumers are becoming increasingly digital, the challenge was to extend the coffee brand to engage this new reality. While not selling coffee on e-commerce platform Tmall, Starbucks successfully created a ‘fourth space’ for local coffee fans – where they could enjoy, share, and participate in a new expression of the brand.
In this digital report we identify and analyse how Starbucks created their first e-commerce presence globally in partnership with Tmall. In addition to converting brand loyalists to their Tmall store, Starbucks also created a digital ecosystem that allowed coffee lovers to strengthen their connection to the brand, and share their passion with others.
What you’ll learn:
- How to create a brand e-commerce presence in China
- How to drive traffic from offline brand experience to online
- How to successfully and consistently co-brand with a digital partner
- How to extend a commodity-based brand into a digital and social experience
- How to create a digital context to share brand experiences organically
- How to structure Tmall to create a successful consumer loyalty system
- How to leverage calendar holidays to create new consumer behaviours
- How to present consistent brand experience across an offline-online digital ecosystem