咖啡巨头星巴克在新冠肺炎疫情期间通过大力发展“免下车窗口”、改进移动应用程序等举措撑了过来,尽管其首席执行官凯文•约翰逊为此颇感自豪,但他和许多其他公司的高管一样,已经迫不及待地想看到生活恢复到某种程度的正常状态了。
约翰逊于6月8日在今年的《财富》全球论坛上阐述了人们走出家门、参加社交活动的重要性,他称之为“伟大的人际重新连接”。
约翰逊计划让星巴克重新成为人们生活中的“第三空间”。“第三空间”指的是在家庭和工作场所以外、可以作为社区中心供人们社交的地点。
虽然得益于手机应用程序等新技术,星巴克在疫情期间挺了下来,但手机应用程序不能替代现实世界。对于像星巴克这样的零售企业来说,拥有让人愿意进店购物闲逛的门店,这是他们长久以来的口碑声誉,想要通过应用程序来复制传统的线下购物体验十分困难。
约翰逊表示:“我们努力的方向是,让我们的店铺和打造的进店体验重新成为那个地方——第三空间——让人们能够来这里社交,重新建立联系,重新感受到疫情之前一些熟悉的感觉和情绪。”
他补充说,让人们在实体店重聚,对人们进行疗愈、重新连接、“展望未来”都至关重要。
他指出,尽管疫情带来了巨大挑战,但对星巴克而言,也存在一些积极因素。由于实体店顾客意外减少,星巴克必须迅速调整策略以适应现实,因此该公司在应对意外变化方面有所进步。
约翰逊解释说:“这种适应能力,让我们基本上很好地适应了消费者行为正在发生的变化。”也就是说当生活恢复正常时,人们可能会继续线上购物,哪怕只是买杯咖啡。(财富中文网)
译者:Agatha
咖啡巨头星巴克在新冠肺炎疫情期间通过大力发展“免下车窗口”、改进移动应用程序等举措撑了过来,尽管其首席执行官凯文•约翰逊为此颇感自豪,但他和许多其他公司的高管一样,已经迫不及待地想看到生活恢复到某种程度的正常状态了。
约翰逊于6月8日在今年的《财富》全球论坛上阐述了人们走出家门、参加社交活动的重要性,他称之为“伟大的人际重新连接”。
约翰逊计划让星巴克重新成为人们生活中的“第三空间”。“第三空间”指的是在家庭和工作场所以外、可以作为社区中心供人们社交的地点。
虽然得益于手机应用程序等新技术,星巴克在疫情期间挺了下来,但手机应用程序不能替代现实世界。对于像星巴克这样的零售企业来说,拥有让人愿意进店购物闲逛的门店,这是他们长久以来的口碑声誉,想要通过应用程序来复制传统的线下购物体验十分困难。
约翰逊表示:“我们努力的方向是,让我们的店铺和打造的进店体验重新成为那个地方——第三空间——让人们能够来这里社交,重新建立联系,重新感受到疫情之前一些熟悉的感觉和情绪。”
他补充说,让人们在实体店重聚,对人们进行疗愈、重新连接、“展望未来”都至关重要。
他指出,尽管疫情带来了巨大挑战,但对星巴克而言,也存在一些积极因素。由于实体店顾客意外减少,星巴克必须迅速调整策略以适应现实,因此该公司在应对意外变化方面有所进步。
约翰逊解释说:“这种适应能力,让我们基本上很好地适应了消费者行为正在发生的变化。”也就是说当生活恢复正常时,人们可能会继续线上购物,哪怕只是买杯咖啡。(财富中文网)
译者:Agatha
Starbucks CEO Kevin Johnson is proud that the coffee giant was able to withstand the COVID-19 pandemic through actions like focusing on drive-thrus and improving its mobile app. But, like many executives, he can’t wait until life returns to some sense of normalcy.
Speaking on June 8 during Fortune’s Global Forum conference, Johnson explained the importance of people getting out of their homes and socializing, a phenomenon he described as “the great human reconnection.”
It’s part of Johnson’s plans for Starbucks to regain its position in people’s lives as the “third place,” a term referring to locations outside of people’s homes and workplaces that function as community hubs where folks can socialize.
Although technology like mobile apps have helped Starbucks stay afloat during the pandemic, it’s no substitute for the real world. For retail companies like Starbucks that have developed reputations as maintaining stores that people want to shop and hang out in, it’s been a challenge to replicate the traditional in-person shopping experience via apps.
“What we've really worked [on] is to orient our stores and the store experience that we create to be that place—that third place—where people can come and socialize and reconnect and start to feel some of the feelings and emotions they had before the pandemic,” Johnson said.
Having people congregate again in physical stores will be crucial for people to heal, reconnect, and “look to the future,” he added.
Despite the challenges the coronavirus pandemic introduced, there were some positives for the company, he said. Because Starbucks had to quickly shift gears to adapt to the unexpected decline of physical shoppers, the company has gotten better at adapting to sudden changes.
“That adaptability,” Johnson explained, “has basically positioned us very well for the shifts in consumer behavior that we see unfolding,” implying that people may continue their digital shopping—even for coffee—when life returns to normal.