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06 December 2017, 12:37 | Lorenzo Hawkins
Starbucks Is Opening Its Largest Starbucks Ever – And You Have to See Inside
China has become Starbucks' second largest and fastest growing market, and one the company expects to eclipse the USA market one day.
He also said that China was becoming the most important market for Starbucks.
Coffee giant Starbucks will open its biggest outlet ever on Wednesday, in Shanghai - and the company is expecting bumper crowds to enjoy the experience of being among the first to enjoy the giant 30,000-square-foot store. Customers can point their mobile devices at key features around the Roastery to immerse themselves in Starbuck's first augmented reality (AR) experience, which is accessible through the custom-designed Roastery digital web-app platform or on Alibaba's Taobao app.
Starbucks has large scale in China, "and now it's getting a toe in the water to say 'We can take it to the next level, we can move into being a more experience-based brand, '" says Andrew Kuiler, CEO of The Silk Initiative, a China food-and-beverage strategic brand consultancy.
"One, you must be focused on experiential retail that creates an experience in your store that becomes a destination for the customer", Johnson explained when asked about what physical retailers must consider in 2017.
Starbucks furnishes the Shanghai Roastery with Chinese culture-rich decor, blended with the latest trend of augmented reality.
But Starbucks, which entered China 18 years ago, still sees remarkably strong growth in China, where many consumers view it as an aspirational brand. The three wooden coffee bars, including one that is 88 ft. long - the longest at any Starbucks - were handcrafted by premiere Chinese artisans and reference the unique roasting curve of individual coffee beans.
The Shanghai store also sells Teavana tea for the first time, in what's called a "3-D printing tea bar". The Roastery's digital experience is designed by Starbucks and powered by Alibaba Group's scene-recognition technology. Our corner Starbucks store suddenly seems inadequate!
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