Starbucks(US:SBUX) 36氪·2025-09-17 13:30Core Viewpoint - Technology is transforming consumer logic, shifting from transactional purchases to experiential relationships, where brands connect with consumers on a deeper emotional level [3][4][5]. Group 1: Technology and Consumer Experience - The evolution of consumer behavior is evident as technology enhances the shopping experience, making it more about personal style exploration and emotional connection rather than mere transactions [3][4]. - A McKinsey study indicates that 71% of consumers expect personalized interactions from brands, while 76% feel frustrated without it, highlighting the importance of being understood in brand relationships [5]. - PwC's research shows that 73% of consumers consider experience a key factor in purchasing decisions, emphasizing the shift towards interaction and emotional recognition as core elements of consumer choice [5]. Group 2: Starbucks' Digital Transformation - Starbucks' Innovation Technology Center (SITC) represents the company's commitment to digital transformation, focusing on enhancing customer experience through technology integration [6][9]. - The SITC aims to empower Starbucks to become a fully digital experience-driven coffee company, leveraging AI and data to create unique value for customers [9][12]. - The concept of the "third space" is redefined through SITC's innovations, where the coffee experience transcends basic consumption to become a cultural and social engagement platform [16][19]. Group 3: Personalized Customer Engagement - SITC's initiatives include deploying electronic menu boards that not only display products but also share stories about coffee origins, enhancing customer engagement [17]. - The use of AI-driven tools allows for personalized recommendations based on customer preferences and time of day, creating a tailored experience for each visit [19][20]. - The "interest social space" initiative helps customers find stores that match their interests, further personalizing the Starbucks experience [20]. Group 4: Empowering Partners through Technology - Starbucks emphasizes a partner culture, where technology is used to alleviate operational burdens, allowing partners to focus on customer interaction and coffee craftsmanship [28][30]. - Automation in inventory management and AI tools for scheduling enable partners to spend more time engaging with customers rather than managing logistics [29][31]. - The implementation of smart IoT systems across stores has led to significant energy savings and improved operational efficiency, enhancing the overall customer experience [34]. Group 5: Strategic Investment in Digital Innovation - Starbucks plans to invest approximately 1.5 billion RMB in SITC over the next three years, aiming to attract talent in AI, big data, and IoT to drive innovation [42]. - SITC serves as a model for digital transformation in the retail and coffee industry, showcasing how technology and human elements can coexist to create unique consumer experiences [42].