Starbucks Signing Store Malaysia Supports Disability Inclusion Through Smart QSR Technology

Starbucks Malaysia’s Signing Store is a one-of-a-kind concept, dedicated to fully employing deaf and hard-of-hearing partners to provide uplifting experiences that make them feel represented and give them a sense of belonging.

In November 2019, Starbucks Malaysia opened its second Signing Store at Burma Road in Penang as part of their commitment to disability inclusion. To ensure a seamless customer experience and accommodate the needs of deaf and hard-of-hearing partners and customers, Starbucks collaborated with V-Series International Sdn Bhd to deploy a QSR (Quick Service Restaurant) Solution tailor-made for this new store.

The Challenges

Through extensive research and consultations with the client, V-Series team was able to identify the challenges that they faced in making the Signing Store a reality:

1. Difficulties with Order Collection

In a typical Starbucks store, baristas call out the customer’s name to collect their drink. However, in the Signing Store, the baristas’ communication was mostly in sign language. As a result, customers faced difficulties in identifying if their orders were ready for collection.

2. Need of Digitalization

Starbucks Signing Store was facing the lack of necessary digital infrastructure to engage with its customers. The lack of digital displays resulted in less customer engagement and a less modernized store.

3. Lack of Feedback from Customers

Starbucks struggled to obtain instant feedback from their customers. These were crucial in helping them understand the customer experience and make necessary improvements to their operations.

The Solution

43” Community Board

A wall mounted 46″ LCD Community Board was installed to display local community news and updates, fostering a stronger bond with the Starbucks community.

8″ POS (Point of Sales ) Display

The 8″ Point of Sales Display was deployed to help customers rate their experience in the Starbucks Signing Store. It also facilitated reporting and analyzing customer feedback, allowing the store operator to understand how their customers felt about their service and make improvements accordingly.

23.1″ Digital Collection Tray

A specially designed 23.1″ Digital Collection Tray that replaced the traditional collection method, which involved a barista calling out the customer’s name. To ensure that customers received the correct order, they were issued a queue number that will be displayed on the Digital Collection Tray to indicate when their order was ready for collection.

The Results

This dedicated QSR Solution was instrumental in helping Starbucks successfully launch its second Signing Store in Malaysia. Our team’s research and consultations with the customer enabled us
to create a customized solution that addressed the specific challenges faced by Starbucks in opening this store. By incorporating the 43″ Community Board, we helped the store to create an engaging and inclusive environment for all its customers in the deaf and hard-of-hearing community. Besides, the deployment of the dedicated 23.1” Digital Collection Tray has helped to enhance the customers’ in-store experience and improved the store’s overall efficiency in the order collection process between staff and customers.

At V-Series International, we are committed to providing innovative and tailored solutions that meet our clients’ unique business needs. Our mission is to lead the community towards a digital future by leveraging our expertise and experience in the industry. We take pride in our ability to deliver effective solutions that empower businesses to enhance their operations and exceed customer expectations.