Starbucks’ social gifting feature launches in China
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Starbucks has extended its social gifting promotions into China, where it has launched a major expansion program to double its stores within the next five years.
The coffee giant’s new “Say It With Starbucks” program, created by Starbucks and Weixin, China’s leading mobile social communications app, enables users to gift a Starbucks beverage or digital gift card via a social gifting platform.
A sister product of WeChat, China’s leading mobile social messaging app, Weixin’s platform has 846 million global monthly active users, as of third quarter 2016. The launch comes on the heels of a strategic partnership between Starbucks and Tencent, WeChat’s developer, in December 2016.
Users will be able to select from a curated selection of Starbucks-branded gifts and add a personalized message in the form of text, images or video to uplift the day of a loved one, Starbucks explained. Once a gift is received, it will be saved in the recipient’s Weixin app and can be redeemed at any Starbucks store in Mainland China.
During the initial launch period, Weixin added access to ‘Say it with Starbucks’ users in its Weixin Wallet-function. This partnership makes Starbucks the first retail brand to bring a locally-relevant social gifting experience in China, the coffee giant said.
Starbucks launched a trial phase two weeks ago among employees and Starbucks customers.
Questions & Answers
Q.Which company did Starbucks partner with to create this social gifting feature in China?
Which company did Starbucks partner with to create this social gifting feature in China?
A.
Starbucks partnered with Weixin, which is China’s leading mobile social communications app. Weixin is a sister product of WeChat, whose developer, Tencent, formed a strategic partnership with Starbucks in December 2016.
Q.How will recipients redeem the gifts they receive through the Weixin app?
How will recipients redeem the gifts they receive through the Weixin app?
A.
Once a gift is received, it will be saved in the recipient’s Weixin app. The gift can then be redeemed at any Starbucks store located in Mainland China, offering convenience for the recipient.
Q.What is Starbucks' broader expansion plan in China alongside this new feature?
What is Starbucks' broader expansion plan in China alongside this new feature?
A.
Starbucks has a major expansion program to double its number of stores in China within the next five years. This social gifting feature aligns with their overall strategy for growth and local relevance in the Chinese market.
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