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

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Key Points

  • 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.

Starbucks steps up digital efforts in China, working with market giants Alibaba and Tencent’s WeChat as upstart Luckin Coffee nips at its heels.

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