Starbucks Details Its Customer Experience and Loyalty Plans

Starbucks Customer experience loyalty As part of its ongoing efforts to raise the bar in customer experience and customer engagement, Starbucks Coffee Company chairman, president and chief executive officer Howard Schultz announced the company’s five-year strategic growth plan last week at its biennial Investor Day.

“The seismic shift in consumer behavior underway presents tremendous opportunity for businesses the world over that are prepared and positioned to seize it,” Schultz said about the plan. “Over the next five years, Starbucks will continue to lean into this new era by innovating in transformational ways across coffee, tea and retail, elevating our customer and partner experiences, continuing to extend our leadership position in digital and mobile technologies, and unlocking new markets, Starbucks Customer experience loyalty channels and formats around the world. Investing in our coffee, our people and the communities we serve will remain at our core as we continue to redefine the role and responsibility of a public company in today’s disruptive global consumer, economic and retail environments.”

Starbucks furthered its commitment to customer experience last week when it opened its first interactive Starbucks Reserve Roastery and Tasting Room. Starbucks said the venue redefines delivery of an immersive brand experience. Also, the small batch roasting will give Starbucks an opportunity to expand availability of its super-premium, small-lot Starbucks Reserve Coffee to about 1,500 locations globally.

Starbucks also announced that it will continue to expand its popular Teavana brand to bring its super-premium loose leaf teas, handcrafted beverages and exclusive food offerings to carefully targeted markets both in the U.S. and abroad. It will also expand its food program and plans to double its U.S. food revenue by more than $4 billion over the next five years.

What’s more, Starbucks said that by the end of 2019 its new Starbucks Evenings experience will generate about $1 billion in revenue. Starting this year it will also offer more micro and express store formats, drive-thrus, and mobile trucks.

Last week, Starbucks launched its “Mobile Order & Pay” in Portland, Oregon. The new feature lets customers to place orders in advance and then pick up their ready order when it is ready. Starbucks said this new development improves speed of service, enhances customer loyalty and the customer experience, and streamlines store operations and further extending Starbucks leadership position in mobile commerce and customer loyalty. The mobile ordering option will be available nationally next year.

Starbucks also plans to expand heavily in China and Asia-Pacific region. In fact, it will double its store count in China by 2019. 

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