Starbucks closed its pickup-only stores. The experiment in speed is over.
All roughly 90 pickup-only locations are shutting down as Starbucks pivots back to the coffeehouse model.
Starbucks will close all approximately 90 pickup-only locations. These stores — designed for maximum speed — no longer align with a strategy of being a place people want to spend time.
The reversal: pickup-only was not a failure of execution. It was a failure of premise. Starbucks optimised perfectly for grab-and-go, which turned out to be less valuable than staying a while.
Speed was the strategy. Then it became the problem. The fix is not faster. The fix is slower.
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SO WHAT?
Audit your customer experience for places where you optimised for speed at the cost of connection. The efficiency you gained might be the relationship you lost.
Audit your customer experience for places where you optimised for speed at the cost of connection. The efficiency you gained might be the relationship you lost.
Source: TheStreet / CX Dive