Case Study

Case Study: Starbucks Accelerates Growth With Alibaba's New Retail

How The Coffee Giant Drives Business Growth By Plugging Into The Largest Online-To-Offline Ecosystem In China

March 23rd, 2020
Danny Mu, null
Danny Mu
With contributors:
Frederic Giron , Brendan Witcher , Han Bao , Bill Nagel


Despite its dominance in the coffee retail segment, Starbucks struggled to serve empowered Chinese consumers efficiently and keep pace with fast-emerging local competition. The coffee chain has been fighting back, partnering with Alibaba to accelerate its business growth in China. Alibaba's New Retail solutions and broad ecosystem enabled Starbucks to create effective experiences throughout the customer journey and grow its business. Digital business pros can use this case study learn how to accelerate retail business growth with broad online and offline ecosystems.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.