Building on its reputation as a leader in the customer loyalty sector, Starbucks announced last week that its Chinese stores will be opening mobile gift functionality for users of the popular WeChat mobile communications service. How popular is WeChat, exactly? The platform boasts 846 million active users monthly, speaking to the magnitude of the newly formed partnership.
With the new feature, customers will be able to easily gift Starbucks to their friends and family through the platform, while recipients will have the ability to....