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Amazon, Starbucks Partner on “Phygital” Concept

Starbucks Pickup with Amazon Go delivers convenience and connection

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In a move that surely cements the future of the “phygital” experience, Starbucks (Seattle) joined forces with Amazon (Seattle) to open a hybrid store that marries the best of the physical and digital worlds. The new store, located on New York’s 59th St. between Park and Lexington Ave, opened today.

“The new Starbucks Pickup with Amazon Go is designed to provide our customers with an experience that delivers convenience and connection in an effortless way,” said Katie Young, Senior VP of Global Growth and Development, Starbucks in a statement. “Our goal … is to give our customers the ability to choose which experience is right for them as they go through their day.”

The concept allows consumers to order ahead in the Starbucks app to begin their journey, which continues in store, where they can pick up and seamlessly pay for their order using Amazon Just Walk Out technology or stay awhile and enjoy more amenities. Among those are a modernized lounge featuring individual workstations with power outlets and USB ports. The full Starbucks menu is complemented by a curated selection of foods and beverages from the Amazon Go market.

At least three of these stores are planned, with a second location slated for The New York Times building at 40th St. and 8th Ave. next year.

PHOTO GALLERY (7 IMAGES)
📷: Courtesy of Starbucks

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Jennifer Acevedo is the editor-in-chief and associate publisher of VMSD magazine.

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