Starbucks launches redesigned e-commerce site

Aug. 3, 2011

Starbucks has re-launched its digital storefront with a complete redesign to make shopping for coffee, tea and merchandise more convenient.

The updated site is part of the company's growing digital presence focused on connecting with customers through digital channels.

Customers can explore and shop available products across eight featured categories: Coffee, tea, equipment including coffee presses and tea pots, drinkware including mugs and tumblers, subscriptions for coffee and tea packages, gifts, Starbucks Cards and office coffee.

Enhanced features include:

  • Subscription: Allows customers to schedule and manage a recurring delivery schedule of their favorite coffees and teas. Plus pre-orders for special items will also be available.
  • Coffee and Tea Tours: Five new tasting tours offer a great opportunity to explore the different dimensions of Starbucks coffees and teas. Coffee and Tea Tours feature different monthly delivery options and shipping is free, making them great gifts.
  • Starbucks Reserve coffees: offers customers across the U.S. access to Starbucks Reserve coffee, otherwise only available in the U.S. in select company-operated Starbucks stores. These exotic and rare coffees are hand-selected for their unique flavors and unusual locales around the world and are available in limited quantities.
  • Starbucks Card: Shop on the website using a registered Starbucks Card and earn Stars for every order as part of the My Starbucks Rewards program. Starbucks Cards may also be ordered as gifts.

"The redesign of Starbucks Store was driven by customer feedback, and we're excited to share some of the best products from across the company with customers and give them the opportunity to shop online when it's most convenient for them," said Stephen Gillett, chief information officer, executive vice president of Digital Ventures at Starbucks Coffee Company.

In addition to the various resources and information available on the site, customers who shop on are eligible for exclusive promotions and can purchase products that are not available in Starbucks stores, including electrical brewing equipment, Starbucks Natural Fusions, bulk quantities of Starbucks VIA Ready Brew and other Starbucks coffees, loose leaf Tazo teas and more.

To recognize and reward customers who are My Starbucks Rewards Gold level members, is offering free two-day shipping now through Aug. 31 on any purchase.

Starbucks Digital Ventures group worked with PFSweb Inc., a global e-commerce solution provider, to develop the customized site. PFSweb will provide ongoing support for the site including order fulfillment and marketing consulting services.

To read more about online efforts, click here.

Topics: Coffee / Specialty Beverages , Customer Service / Experience , Online / Mobile / Social , Online Services , Operations Management

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