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'巴克,來說,排隊,一種,商業,模式,解決,也是,在的,都市,'

'現在的都市白領女精英，是不是一定要早上拿杯星巴克進公司？只要端個杯子氣勢就出來了。在她們眼中杯子是鎧甲、是利劍、是可以分開紅海的摩西本人。 就在 上週 ，我們報道了由於移動點單，導致星巴克今年第一季度美國的同店交易量下滑了2%。排隊的顧客太多，'

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'2017-03-20 16:27:32'

'2017-03-20 16:30:21'

'95790'

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	&ldquo;現在的都市白領女精英，是不是一定要早上拿杯星巴克進公司？只要端個杯子氣勢就出來了。在她們眼中杯子是鎧甲、是利劍、是可以分開紅海的摩西本人。&rdquo;</section>
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<div style="box-sizing: border-box; color: rgb(61, 70, 77); font-family: &quot;PingFang SC&quot;, &quot;Lantinghei SC&quot;, &quot;Helvetica Neue&quot;, Helvetica, Arial, &quot;Microsoft YaHei&quot;, &quot;\\\\5FAE軟雅黑&quot;, STHeitiSC-Light, simsun, &quot;\\\\5B8B體&quot;, &quot;WenQuanYi Zen Hei&quot;, &quot;WenQuanYi Micro Hei&quot;, sans-serif; font-size: 15px;">
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		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			就在<a href="http://36kr.com/p/5066502.html" style="box-sizing: border-box; background-color: transparent; text-decoration: none; color: rgb(61, 70, 77); transition: all 0.2s ease; cursor: pointer; border-style: solid; border-width: 0px 0px 1px; border-color: rgb(153, 153, 153); padding: 0px 0px 1px;" target="_self">上週</a>，我們報道了由於移動點單，導致星巴克今年第一季度美國的同店交易量下滑了2%。排隊的顧客太多，已經成爲星巴克的心病了。最初做移動點單，星巴克是爲了給消費者提供便利的點單和支付體驗。沒想到還不到兩年的時間，此項業務從便利變成了一種負擔。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			據<a href="http://www.businessinsider.com/starbucks-mobile-payment-review-2017-3" style="box-sizing: border-box; background-color: transparent; text-decoration: none; color: rgb(61, 70, 77); transition: all 0.2s ease; cursor: pointer; border-style: solid; border-width: 0px 0px 1px; border-color: rgb(153, 153, 153); padding: 0px 0px 1px;" target="_self">Business Insider</a>報道，有不少消費者在Reddit上抱怨，用了移動點單和支付以後，在星巴克等候時間還是很長，有時多達20分鐘。因此，BI派出了記者，在紐約幾個不同的星巴克體驗了一週的移動點單。體驗下來的結果就是，大部分時候使用移動支付和下單，都需要等待較長時間，很少有在其承諾的3-5分鐘內拿到咖啡的情況。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			而且讓人十分疑惑的是，有時即使店內沒什麼人排隊，拿到移動點單的咖啡也需要10分鐘之久。突然想到了鬥地主經典的一句話：&ldquo;快點吧，我等到花兒都謝了&rdquo;。這對於女白領來說是大大地不妥，要是爲了這一杯&ldquo;鎧甲&rdquo;咖啡，搞得遲到扣工資就不好了。其實星巴克也意識到目前的問題了，已經在3月初開始着手調整咖啡店的佈局，來爲手機下單取咖啡騰出更多空間。</p>
		<h3 style="box-sizing: border-box; margin: 40px 0px 14px; font-size: 15px; padding-left: 14px; line-height: 23px; position: relative;">
			排隊是一種商業模式，解決排隊也是</h3>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			探討解決辦法之前，我們先來說說星巴克的排隊。應該有很多人發現，星巴克的隊與快時尚品牌蠻像是橫向的隊型，其實這裏頭也是有點門道的，不僅僅是爲了節約店內的空間。橫向的流水線有助於一人接客，另外做咖啡和給咖啡的員工能夠有活動空間。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			星巴克一般都會把甜品和馬克杯放在櫃檯的左手邊，橫向排隊時消費者就能看到這些可口的甜點與美美的杯子，買了就能促進星巴克的生意，即使不買，也能夠在&ldquo;流連忘返&rdquo;中，打發時間。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			在麥當勞點餐或等地鐵時，就會不自覺地皺着眉頭，把頭使勁兒伸向前面，看看服務員爲什麼這麼慢，車怎麼還不來。橫向排隊就不會有這樣一種情況，你完全可以看到工作人員在什麼，反而有種欣賞他們如何製作咖啡的感覺，就如同開放式廚房一樣，觀看食品製作過程，會有種體驗感。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span class="load-html-img loaded" style="box-sizing: border-box; background-color: transparent; display: block;"><img alt="對星巴克來說，排隊是一種商業模式，解決排隊也是" data-img-size-val="620,387" src="/uploads/allimg/170320/3-1F320163004638.jpg" style="box-sizing: border-box; vertical-align: middle; border: 0px; opacity: 1; transition: opacity 0.3s ease-in; display: block; max-width: 100%; margin: 30px auto; border-radius: 5px; width: 620px; height: 387px;" /></span></p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			如果麥當勞、肯德基的豎向排隊是快餐&ldquo;速度的基因&rdquo;的體現，那麼這種橫向排隊的方式則是星巴克&ldquo;社交基因&rdquo;的最好體現。說不定在橫向排隊的過程中，就有某個小夥伴與你志同道合聊上幾句呢，當然想要&ldquo;調戲&rdquo;一些員工小哥也是可以的，別總拿着咖啡刀槍不入，偶爾咖啡也可以是搭訕利器，排隊也是一門學問。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			不過，似乎這種排隊模式正在因爲移動下單的等待而變了性質。星巴克需要解決目前的排隊問題，來挽回消費者。目前，消費者使用星巴克使用移動點單後，服務人員會在咖啡製作好後，放置在等待區，然後大聲呼喊顧客的名字。在嘈雜的咖啡店裏，想要快點拿到咖啡還需要耳力極佳。這不僅佔地方，而且佔用人力資源，一遍一遍呼喊顧客姓名這事兒也挺傻的。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			因此，星巴克開始嘗試在一些門店的櫃檯，專門開闢一小塊做好標記的地方，放置等待主人認領的移動下單咖啡。此外，還有的星巴克門店還打算多招點服務人員，專門處理移動訂單，不過這些都是暫時的處理辦法。就拿招人來說，星巴克吧檯本來就不大，也就能容納兩三個人，再多點會顯得很擁擠。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			<span class="load-html-img loaded" style="box-sizing: border-box; background-color: transparent; display: block;"><img alt="對星巴克來說，排隊是一種商業模式，解決排隊也是" data-img-size-val="498,270" src="/uploads/allimg/170320/3-1F32016301G31.PNG" style="box-sizing: border-box; vertical-align: middle; border: 0px; opacity: 1; transition: opacity 0.3s ease-in; display: block; max-width: 100%; margin: 30px auto; border-radius: 5px; width: 498px; height: 270px;" /></span></p>
		<h3 style="box-sizing: border-box; margin: 40px 0px 14px; font-size: 15px; padding-left: 14px; line-height: 23px; position: relative;">
			星巴克的長遠之計</h3>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			從長遠的角度來講，星巴克還需要更多的變化來解決移動下單帶來的排隊問題。有個說法是，星巴克很可能會把店內的一些商品櫃撤掉，比如馬克杯移走，只在網上商城售賣。（我的內心是拒絕的）馬克杯也是<a href="http://36kr.com/p/5066391.html" style="box-sizing: border-box; background-color: transparent; text-decoration: none; color: rgb(61, 70, 77); transition: all 0.2s ease; cursor: pointer; border-style: solid; border-width: 0px 0px 1px; border-color: rgb(153, 153, 153); padding: 0px 0px 1px;" target="_self">星巴克</a>的一項重要生意，如果在店裏看不見這麼漂亮的杯子是種遺憾了。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			還有一種潛在的解決方式是，對店鋪進行大規模的整改，開闢兩條不同的通道，一條是爲正常點單的消費者準備，另外一條是專門給移動下單的消費者。不過據星巴克方面表示，一些非常擁擠的門店，纔會採取這種大規模的整改。不然成本太高了。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			從技術的角度來講，星巴克可以試圖改造一下移動下單的程序。適當借鑑<a href="http://36kr.com/p/5067075.html" style="box-sizing: border-box; background-color: transparent; text-decoration: none; color: rgb(61, 70, 77); transition: all 0.2s ease; cursor: pointer; border-style: solid; border-width: 0px 0px 1px; border-color: rgb(153, 153, 153); padding: 0px 0px 1px;" target="_self">麥當勞</a>的想法，利用手機App來追蹤顧客的位置，確保訂單在正確的餐廳和時間準備好。在顧客在離門店很近的時候，開始備餐。這樣就會避免進入門店的人，拿不到自己點的咖啡以及吧檯總是被沒人取的咖啡所佔據的問題。不過這樣的App又可能會侵犯顧客隱私，一旦顧客不打開定位系統，又是白搭。</p>
		<p style="box-sizing: border-box; margin: 0px 0px 26px;">
			科技頗有點倒逼星巴克改革的意思，不少行業都是在採用了高科技之後，才發現了自身的不足。對於服務企業來說，提升購物體驗是千古不變的主題之一。</p>
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<br />
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