Starstruck by Starbucks’ mobile payments track record
Starbucks is already known as a powerhouse in the mobile commerce marketplace, and its 10 million active users has now reached the 12 million user mark in the US and Canada alone, and with it the number of customers paying by mobile has risen too.
Now, Starbucks carries out six million mobile payments each week, which is more than 15 per cent of all transactions held in its US stores. Naturally, the coffee chain is looking at how it can expand the potential of its mobile payments platform and really make a larger dent in the mobile commerce market.
“Customers continue to embrace our industry leading mobile app in increasing numbers,” explained CEO Howard Schultz in the company’s earnings call.”By integrating mobile, loyalty, payment and in-store digital experiences, we are creating the game-changing technologies and experiences for our customers and the opportunity to introduce new lines of business for our company.
“A prime example of this is our forthcoming mobile order and pay initiative that allows customers to use their phones and MSR [My Starbucks Rewards] accounts to order ahead of arriving at a store. We plan to pilot this in a major US market later this year.
“Mobile order and pay will be the fastest and easiest way for customers to order, pay for and pick up their purchases, once again demonstrating the leading position Starbucks has in all things mobile.”
Customers have been able to order and pay ahead in a small trial run already, but news that this service is going to be extended across the US shows Starbucks’ commitment to trying new ways to reach consumers.
The biggest takeaway from all of this is that, while others fail to create viable mobile payments solutions and mobile wallets, Starbucks is seemingly succeeding in the process. They have a base of loyal customers who want to use their phones to pay in exchange for points towards free coffee. It’s a blindingly simple initiative, but 6 million payments a week can’t be wrong…[Image: [Jooj ];* - Flickr]