Starbucks Unveils Reimagined In-Store & Digital Innovations to Elevate Customer Shopping Experience For Holiday 2014 & Beyond
October 16 2014 - 3:07PM
Business Wire
Starbucks Gift Card and Ecommerce Expansion
Coming Holiday 2014
First-Ever Starbucks for Life Contest Coming
Holiday 2014
Mobile Ordering to begin in Portland with US
roll out in 2015
Investments in My Starbucks Rewards Program
Design and Marketing
Starbucks Roastery and Tasting Room set to open
December 5 in Seattle
Starbucks Coffee Company (NASDAQ:SBUX) unveiled a roadmap of
innovations to its more than 2,000 district managers at the
Starbucks Leadership Experience conference in Seattle this week.
The company shared several customer initiatives to further
transform and elevate the Starbucks Experience in Holiday 2014 and
beyond.
“Holiday 2013 witnessed a seismic shift in consumer behavior in
which many traditional brick-and-mortar retailers experienced a
decline in foot traffic compared to significant growth in online
shopping,” said Howard Schultz, chairman, president and chief
executive officer of Starbucks Coffee Company. “Customers
researched, compared prices, and then bought the brands and items
they wanted online, frequently utilizing a mobile device to do so.
Since that time, we have been focused on radically redefining the
Starbucks retail experience for our partners, customers and stores.
As a result of the work we’ve done, Starbucks is poised for a great
holiday – our innovation pipeline is strong and we have a number of
initiatives ready to launch during the holiday and into calendar
2015 and beyond,” said Schultz.
Since last winter, the company has completely reimagined the
holiday experience in stores for this shopping season, staying true
to many time-honored traditions, such as the arrival of the iconic
red Starbucks cups in stores, while adding innovative and relevant
products for holiday shoppers. In addition to the arrival of the
first new holiday handcrafted beverage in five years – the Chestnut
Praline Latte – Starbucks will offer the 30th anniversary of
Starbucks Christmas Blend and unveil the first-ever 100 uniquely
designed Starbucks Cards in a full collection. This holiday season
Starbucks is also launching a unique opportunity for a select
number of customers to win “Starbucks for Life” by simply swiping
their Starbucks Card or paying with their mobile device.
“What could be bigger this holiday than winning Starbucks for
Life? This is the first time we have ever offered customers
something of this magnitude and what better way than to anchor it
with our renowned Starbucks Card program. This giveaway is poised
to bring great excitement and fun to our customers during this
special time of the year,” said Sharon Rothstein, Starbucks
executive vice president and global chief marketing officer.
Starbucks will introduce for the first time Mobile Order and Pay
in stores within the Portland area before the end of the calendar
year, which will enable customers to place orders in advance of
their visit and pick them up at their selected Starbucks location.
Mobile ordering will deliver convenience, frequency and speed of
service and over time, become the fastest and easiest way for
customers to order, pay and pick up their purchases. Starbucks is
planning the launch of Mobile Order and Pay in 2015 across the
United States, thus extending Starbucks leadership in the mobile
commerce arena and continuing the company’s efforts to bring the
most innovative customer programs first to market.
In addition to payments, Starbucks has created compelling value
and benefits within its loyalty program for its customers using
mobile devices. Starbucks loyalty program, My Starbucks Rewards,
will deliver more meaningful, relevant and personal rewards to its
customers, right at their fingertips. Benefits include access to
special events such as the upcoming Holiday Share Event, sneak
previews of new products and promotions and additional
opportunities to earn and redeem rewards across the Starbucks
family of brands, in addition to earning Stars down the grocery
aisle through purchase of Starbucks packaged coffee and now
Starbucks VIA®.
On December 5, Starbucks will open the first-of-its-kind
interactive Starbucks Reserve Roastery and Tasting Room dedicated
to roasting, coffee education and increased availability of their
fast-growing small-lot Starbucks Reserve coffees. The consolidation
of small-batch roasting will allow the company to expand their
Starbucks Reserve coffee line to 1,500 locations globally as well
as open over 100 stores designed to highlight these rare coffees
exclusively.
About Starbucks Corporation
Since 1971, Starbucks Coffee Company has been committed to
ethically sourcing and roasting high-quality arabica coffee. Today,
with stores around the globe, the company is the premier roaster
and retailer of specialty coffee in the world. Through our
unwavering commitment to excellence and our guiding principles, we
bring the unique Starbucks Experience to life for every customer
through every cup. To share in the experience, please visit us in
our stores or online at www.starbucks.com.
Starbucks Coffee CompanyPress,
206-318-7100press@starbucks.com
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