Un dipendente cinese fatiche presso la riserva di Starbucks Roastery con la realtà aumentata (AR) tecnologia offerta dai cinesi tech giant Alibaba gruppo nel
A Chinese employee labors at the Starbucks Reserve Roastery featuring augmented reality (AR) technology offered by Chinese tech giant Alibaba group in Shanghai, China, 5 December 2017. The coffee giant Starbucks on Tuesday (5 December 2017) opened the Starbucks Reserve Roastery in Shanghai, a 30, 000 square-foot retail location that the company describes as the "first fully immersive coffee wonderland in China" and its "most ambitious project ever." The Roastery includes Starbucks' first-ever in-store augmented reality experience, built in partnership with Chinese tech giant Alibaba. Using a custom Roastery smartphone app, customers can walk around the store and point at different features with their smartphone to learn more information. The app incorporates a digital menu and also lets customers unlock virtual badges. Johnson, a respected veteran tech executive who replaced Schultz as CEO last year, also talked about the company's investment in new VR and AR technology at the Summit. He noted that Starbucks uses virtual reality to enhance its store design process. The company has also experimented with AR on its cups. Johnson added that Starbucks is experimenting with virtual reality content ª for example, taking customers to the company's coffee farm in Costa Rica so they can learn more about the coffee-making process.
