Xinmin Evening News (reporter Zhang Yuyun Yang Shuo) how to use a cup of coffee to establish a deeper connection with customers in the "third space"? Starbucks has a new try. Today, Starbucks China announced that it has joined hands with Meituan to launch an exclusive space service called "1971 Living Room", and the new feature of "Special Star Delivery" created by the two sides has also been launched on Meituan. In addition, Starbucks took the lead in enabling meituan's "super store" function, leading the realization of online and offline integration.
Photo: Sent by the US group Interviewee (the same below)
"In the two years confined to the pandemic, technological innovations have blurred the boundaries between home, workplace and third space. The same location, the realization of a variety of scenes and functions, has become a habitual way of life. "This allows us to explore how to turn a Starbucks store into a '1971 living room' for everyone." It's still rooted in the third-space concept, but it's more than that; customers will experience the Starbucks they know and love in a whole new way, unlocking new, personalized ways to use it. ”
The reporter learned that the "1971 Living Room" aims to meet the increasingly personalized space needs of each customer such as gathering, meeting, work, study, etc., and through digital platforms such as Meituan, help customers find and book the "third space" that best meets their needs and enjoy new scene services. At present, the "1971 Living Room" service will take the lead in launching more than 60 stores in Beijing, Shanghai, Shenzhen and Chengdu, and plans to gradually cover more Starbucks stores across the country in the future. In the first phase of the launch, "1971 Living Room" will provide two new services, including: "Coffee has a bureau" that focuses on the casual gathering scene of three or five friends, and "Living Room Meeting" that focuses on business meetings or community gathering scenes. In the future, the existing daily activities such as coffee classrooms, birthday parties, pet parties, and sign language classes in Starbucks stores can also be released and managed through the "1971 Living Room" to better serve the community where the store is located.
Pictured: Coffee has a bureau
In addition, the "special star delivery" service after the addition of new features has also been launched nationwide for Meituan takeaway. Consumers who place an order for Starbucks through the Meituan Takeaway App can enjoy exclusive discounted goods, membership rights and interests, exclusive delivery services, and customized a la carte experience. At the same time, the "Starbucks Reserve" series of coffee products will also land on the "Special Star Delivery" for the first time.
As an important partner of Starbucks in China, Meituan has also landed and applied its "Super Store" innovative product function to Starbucks for the first time. With the help of this product, every Starbucks store will be brought to life into the digital space. Through the model of "center deployment + differentiated store operation", more than 5,000 Starbucks stores across the country will have the operation capability of a single store dimension. For the first time, the unique "personalities" such as the different space designs, special products, star baristas, event schedules and customer communities will be fully presented in the digital space, and the emotional connection between the store and the regular customers and the community will be extended to the online.