Starbucks Is Betting On ‘Social Gifting’ Through WeChat In China
The new feature lets people easily send Starbucks drinks to friends and family
Starbucks is launching a new ‘social gifting’ program that allows users to send gifts to their friends through WeChat. WeChat is currently China’s most popular messaging app, with 846 million users. This new feature will let WeChat users in China gift Starbuck products to friends and family.
“This new strategic partnership will leverage the strengths of both Starbucks and WeChat to create a true online-to-offline social gifting platform that will deepen our engagement with our customers in a unique and powerful way. Just as Starbucks cards are among the most gifted around the globe, we aspire to also become the most gifted brand digitally in China,” explained Belinda Wong, CEO of Starbucks China.