By the kết thúc of 2017, Starbucks opened its world’s largest store in Shangnhị, Đài Loan Trung Quốc, the Starbucks Reserve Roastery. With more than 30,000 square meters of storefronts, Roastery is Starbucks flagship for utilizing the use of virtual reality (AR) experiences at the store.
Starbucks Reserve Roastery brings customer experience to lớn a whole new cấp độ. In fact, the Starbucks is quite packed & lack of somehow we call an experience, an art, an inspiration. Starbucks quickly grasped this challenge as well as an opportunity by launching two more lines of premium stores:Starbucks Reserve (with barista & bar so customers can interact directly and enjoy the blending process), and the Princi chain;Starbucks Reserve sầu Roastery is on top of the pyramid with high-kết thúc features such as extensive space, operating lượt thích a coffee factory & equipped with technologyThe Starbucks coffee shop segment.
Roastery is a classic example of innovation in the retail industry of Starbucks in Đài Loan Trung Quốc. This is the company’s fasthử nghiệm growing market with over 3,000 stores in 136 cities. Starbucks has more than 600 stores in Shanghai – the largest number of stores in any city in which Starbucks is present.
Visitors to the Roastery will be amazed by the open, beautiful architecture with the entire ceiling is the hexagonal wooden blocks. The most important thing is that customers are able to experience the process of coffee production, from the period of brewing coffee to the finished product, and they can interact baristas. This whole process added much value to the coffee.
Some photos of the Starbucks Roastery in Shangnhị (Source: Starbucks)
In each area, the customer unlocks the virtual badge, and once all badges have been earned, they receive a Roastery filter that remembers the moment at Roastery. Afterward, they can nói qua it on the social truyền thông. The Shangnhị Roastery Digital Experience is designed by Starbucks & is backed by Alibaba’s image recognition công nghệ.
Customers will also not have to lớn khổng lồ queue at the counter. They can just go lớn the Menu on the application, or using a smartphone pointing up an icon on the ceiling of the counter khổng lồ see Menu . When the order is ready, the customer will be notified via the phầm mềm the place to get the order.
Finally, the payment is extremely smooth when you can choose a method of payment without cash. Customers can also obtain electronic invoices by filling in company information, tax codes. This electronic invoice will be emailed to the customer later on.Customers can obtain an electronic invoice at Roastery.
Emily Chang, senior vice president and chief marketing officer for Starbucks, Đài Loan Trung Quốc states that Roastery is lượt thích Alice in Wonderland và Willy Wonka. “It’s one thing lớn imagine a fully integrated in-store and digital experience, which brings together the impressive scale of the Shangnhì Roastery with the highest chất lượng small-lot coffee beans. It’s quite another lớn watch the AR experience get built, & come to lớn life.”
With AR công nghệ, Starbucks brings the experience of the store to lớn new cấp độ and blurs the boundaries between virtual & real worlds. Roastery is also one of the “touch points” that help Starbucks’ digital flywheel strategy take off in the digital age.