WeChat and Starbucks started strategic cooperation in Dec 2016, which made WeChat Pay available in stores of Starbucks. They started offering social gift cards in early 2017 and launched “Say It with Starbucks” product.
Starbucks can be located under WeChat Wallet menu along Didi, Meituan, 58, JD.com, and etc. Users can buy friends a cup of Starbucks coffee and stored value cards. An interface is designed for users to write their blessings and send to their friends on WeChat.
This service can be also located in Starbucks WeChat account. Although Starbucks is not the only listed third-party service under WeChat Wallet, it is the only one without any affiliations with Tencent. And, “Limited time promotion” is also shown in gray color under its brand name. It could be an additional channel for the monetization of WeChat.
Gift cards are not new for marketers but could be very powerful if used on WeChat considering the high social engagement level on WeChat.