Starbucks Korea Launches New Mobile Gifting Feature

Starbucks customers in Korea have a new, quick and easy way to make someone feel special.

An e-gift mobile feature is now available and linked to Siren Order, Starbucks Coffee Korea’s mobile order and payment system introduced in 2014. With the new “e-Gift Item” feature, customers can send a gift of fully customized Starbucks beverages and food items to friends and family. Customers can give an e-Gift Item by using popular messaging services, including Kakao Talk and LINE, or a text message. Transmission is free of charge.

Ji-Woong Baek, director of Marketing and Digital for Starbucks Coffee Korea, said that the company is always looking at ways to enhance the digital experience and based on increasing online social activity, offering e-gifting has great potential.

“We are delighted to offer an exciting new feature in response to customer demand and we will continue to expand our digital offerings,” he said.

More than 8,400 e-Gift Items were purchased in the first five days after it launched on Aug. 23. The service complements Starbucks Card e-Gift, a cash gift card also available in the market.

The e-gift icon appears on the right side of the Siren Order menu. Up to 20 items can be sent to one recipient to be used at their convenience. Recipients are notified of their gifts via text or social message and receive a barcode to scan for payment when they visit a nearby store to redeem the gifts.

Customers can set the release of e-gift items to a preferred time and date, whether the occasion is a birthday, anniversary or just a moment to express appreciation.

Michele Waits, vice president, Marketing and Category, Asia Pacific, says the move is the latest in Starbucks commitment to provide innovative digital experiences that surprise and delight customers.

“The new online social gifting platform is part of the company’s industry leading digital ecosystem focused on connecting with customers through the Starbucks mobile app, our loyalty programs and social media,” she said.