Starbucks Korea said Wednesday that it will install kiosks in a small number of stores starting this week. It plans to introduce kiosks in around 10 stores in tourist and office areas in Seoul and Jeju. The scale of the kiosks has yet to be determined. It is the first time that Starbucks, which focuses on communicating with customers in person, will use kiosks.
The first area to introduce kiosks is Myeongdong in Seoul. Myeongdong is a representative area where many foreign tourists flock and have a large floating population. Starbucks will set up kiosks in two stores in the Myeongdong area this week. Tourists and customers will be able to use the kiosks from early next month.
Starbucks plans to introduce kiosks in some stores on Jeju Island next month.
An official from Starbucks Korea said, “We developed a kiosk because the number of foreign tourists has increased, but communication is difficult due to language barriers,” adding, “We will catch foreign demand in the kiosk tourism business.”
Starbucks Japan is said to be introducing kiosks in Japan around the same time.
Starbucks has not introduced kiosks because its U.S. headquarters have applied the principle of human communication with consumers to stores around the world. Analysts say that although the company has been adhering to the method in which clerks take orders and call customers’ nicknames or waiting numbers in Korea, it is now seeking strategic changes depending on the store situation.
SALLY LEE
US ASIA JOURNAL
