In order to focus more heavily on its digital advertising, Starbucks is closing its online merchandise platform.
Today reported that the Seattle-based beverage giant will still sell products like mugs, coffee, bottles and more on other platforms, such as Amazon, but will no longer offer them from its shop.starbucks.com e-commerce site.
“We’re continuing to invest in amplifying Starbucks as a must-visit destination, and are looking across our portfolio to make disciplined, thoughtful decisions,” Starbucks spokeswoman Maggie Jantzen told TODAY. “This includes doubling down on our digital relationships with our customers to further elevate our digital flywheel through our mobile app and our Starbucks Rewards loyalty program.”
In order to get rid of the stock, Starbucks is currently putting products on sale, with some items being sold for as low as 50 percent of original price.
According to GeekWire, the Starbucks online store will close on Oct. 1. Additionally, the company is reportedly looking for ways to “evaluate opportunities” for e-commerce employees to find other positions within the company.
This move toward digital follows what Starbucks CEO Kevin Johnson said in July, according to GeekWire.
“No traditional brick-and-mortar retailer is better positioned to navigate and flourish in the global retail industry of today or better positioned to lead in the digital retail world of tomorrow,” he said.
For us, this begs the question: What will happen to Starbucks’ annual holiday drinkware? Will they still be sold in-store? Or, perhaps, will it strike a deal with the likes of Amazon, since the site will be selling their wares as it is?
