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A Look into Starbucks’ Mini App on Taobao and Alipay: All Services in One Lite App As the Companies Deepen Their Cooperation

Executive Summary

  • In December 2018, Starbucks launched a mini program within Alibaba’s ecosystem. The app provides a one-stop experience that links Starbucks’ service with Alibaba’s apps including Taobao, Tmall and Alipay.
  • Starbucks’ mini program can be accessed through different means and allows users to place orders for delivery and access membership functions.
  • The Starbucks mini program could enable Starbucks to potentially better understand customers, increase the number of loyalty members and increase its digital reach.
  • Alibaba can demonstrate its capability of empowering traditional retailers and deepen its relationship with Starbucks through this initiative.

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