Starbucks going online in Japan

Business - October 29th, 2013
Starbucks goes online

After introducing drive-through services and hole-in-the-wall stores, Starbucks will launch an online store to cater to its growing clientele in Japan.

Starbucks Coffee Japan Ltd, which opened its landmark 1000th store in Japan last month, will offer about 50 items, including instant coffees and Web-only gift products like mugs on its website. The products will fetch the same prices as they do in physical stores.

Starbucks will target online sales of several hundred million yen in the first year.

Online customers will also qualify for Starbucks’ membership program. Based on their online purchases, members will receive coupons and other perks to encourage visits to the physical stores.

Coffee culture has welcomed the Seattle-based coffee empire since it opened its first branch in Tokyo’s upscale Ginza district in 1996.

CEO Howard Schultz said hitting the 1000th-mark is “an important milestone” for the Seattle-based coffee chain and added “there is still room for more innovative growth and development in this dynamic market.”

By Maesie Bertumen

Image: 1Q78/Flickr