Starbucks launches store on Alibaba's Tmall
24.12.2015 418 views
The move is part of the coffee giant`s strategy to extend its focus on digital purchases and international sales.
The new site sells Starbucks cards, coffee vouchers and specially designed e-cards. Starbucks' Tmall store adds to the chain's rewards program and mobile app, which includes its Mobile Order & Pay system, as ways to engage coffee drinkers who pay for items online or through their phones.
Starbucks' China/Asia-Pacific segment saw comparable-store sales growth of 9% in fiscal 2015, the largest of any segment. Starbucks' addition to Tmall comes as other US companies try to take advantage of China's growing middle class. Costco and Amazon also have Tmall outlets, while eBay has used Chinese online retailer JD.com to sell products.
Source: The Paypers
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