Starbucks Coffee Company and Tencent Holdings Limited, a leading provider of internet value-added services in China, today announced a strategic partnership to co-create a new social gifting feature on WeChat, China’s leading mobile social communications service, in early 2017.
As part of this partnership, Starbucks introduces the use of WeChat Pay for purchases in its 2,500
retail stores accross the Asian country.
This partnership positions Starbucks as the first retail brand to combine and bring a locally-relevant social gifting and digital payment experience to life on WeChat in China. Tapping into the 846 million global monthly active user accounts (as of the third quarter of 2016), the new integrated feature will seamlessly allow customers in China to instantly and conveniently gift Starbucks to a friend or loved one
Today’s announcement builds on Starbucks rapidly expanding portfolio of digital innovations in China, which integrates the in-store experience with the digital Fourth Place experience.
Earlier this year, Starbucks launched a mobile payment system in China aimed at providing My Starbucks Rewards® (MSR) members access to a fast, seamless and convenient way to pay for purchases, using their pre-loaded Starbucks Gift Card on their mobile devices.
The announcement also follows as well another one released by the U.S. multiantional on 1st December that Kevin Johnson, President and Chief Operating Officer and a 7-year member of the Starbucks Board of Directors, will expand his responsibilities and assume the role and responsibilities of President and chief executive officer, effective April 3rd, 2017.
Starbucks Wechat social gifting feature
Jointly created by Starbucks and WeChat, the social gifting feature encourages everyday acts of kindness and appreciation among family and friends. Customers will be able to select from Starbucks-branded gifts and products and add a personalized message of love, of gratitude or to simply uplift someone’s day. Recipients of these personal and simple acts of kindness can save their gifts and memories on their WeChat accounts and redeem their gift at Starbucks stores across China.
The online social gifting platform has been jointly created by Starbucks and WeChat and is part of the company’s growing digital presence focused on connecting with customers through digital channels, including the Starbucks® Mobile App, the My Starbucks Rewards® program and social media.
Image over the headline.- Belinda Wong, CEO, Starbucks China announces strategic partnership with Tencent to create a new social gifting experience and an additional mobile payment option in China. (Photo: Business Wire)
