Alibaba introduces "Starbucks Now" feature on four apps

Alibaba has announced a plan to strengthen its ties with Starbucks as customers in China can now use a new feature to order and pay via the apps developed by the group. 

By activating “Starbucks Now” through Taobao, Amap, Koubei, or Alipay, users can pre-order and pay for their favourite beverages and food online and then pick up the order in person at most Starbucks stores across China. 

Previously, this service was only available through the Starbucks China mobile app. The extended service enables Starbucks to engage more Chinese consumers through multiple channels that tap into Alibaba's user base of nearly one billion.

“The COVID-19 pandemic highlights the importance of digitalisation, which is the cornerstone for any successful brand in China. Alibaba is committed to bolstering businesses' digital firepower through the Alibaba business operation system. Through this partnership, we will continue to support Starbucks in expanding its digital service offerings across China to meet ever-evolving customer preferences and create long-term value,” said Toby Xu, vice president of Alibaba Group.

This latest service expansion follows the successful strategic partnership in 2018. Under this tie-in, Alibaba’s local services platform Ele.me has delivered Starbucks coffee to consumers’ doorsteps since September 2018.

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