Mar 30, 2020|
JD is China’s First Online Platform to Sell Costa’s New Ready-to-Drink Coffee
by Rachel Liu
On March 29th, leading international coffee brand Costa Coffee chose JD to be the first online platform in China to sell its new ready-to-drink coffee.
The products are tailored for Chinese market, and are designed to make the coffee drinking experience more convenient for consumers. JD will also support Costa to achieve digital transformation through big data analysis, omnichannel operations and customer management.
This is the first time for Costa to launch ready-to-drink coffee products in the Chinese market, and the move marks an important step in the company’s multi-category expansion strategy. JD’s over 360 million customers and rich marketing resources will help Costa better introduce the new product to the market. “The ready-to-drink coffee market in China is huge and has great potential. We are glad to work with a world-renowned brand like Costa to help it achieve digital marketing transformation.” said Carol Fung, President of JD Fast Moving Consumer Goods.
JD will leverage its big data ability and rich consumer insights to help Costa better understand the Chinese market and launch C2M (Consumer-to-Manufacturer) products specifically designed to better suit the preferences of Chinese consumers. Costa will also open a flagship store on JD to help attract more customers to the brand. The company will also take advantage of JD’s customer relations management program to improve customer loyalty.
Costa also plans to work with JD’s premium membership program JD PLUS to launch integrated omnichannel projects with Costa’s offline stores and provide special benefits to JD PLUS members.