Starbucks has launched its mobile payment application in all its company-operated stores in the US, allowing customers to pay for in-store purchases with select smartphones. Building on the earlier introduction of Starbucks Card Mobile App for select BlackBerry smartphones, iPhone and iPod touch and a successful mobile payment test programme, customers now have access to the largest mobile payment programme in the US.
This national programme now includes nearly 6,800 company-operated stores and more than 1,000 Starbucks based inside Target stores in the US.
In addition to engaging a loyal base of several million cardholders with the offering, Starbucks anticipates that mobile payment will be a draw for customers looking to experience the speed, ease and convenience of paying with their mobile phone. “Today, one in five Starbucks transactions is made using a Starbucks card, and mobile payment will extend the way our customers experience and use their Starbucks card,” said Brady Brewer, vice-president, Starbucks card and brand loyalty.
To be able to use mobile payment at Starbucks, customers need to download the free Starbucks Card Mobile App for select BlackBerry smartphones, iPhone or iPod touch mobile devices. Customers can pay with their smartphone by holding their mobile device in front of a scanner on the countertop and scan the Starbucks card mobile app’s on-screen barcode to make a purchase. Customers have successfully adopted this technology in test markets in Seattle, Northern California, New York and more than 1,000 Starbucks in US Target stores.
Mobile payment continues to experience significant customer adoption. Customers loaded more than $1.5 billion on Starbucks cards in 2010, an increase of 21 percent over 2009, driven in part by the My Starbucks Rewards programme, which provides benefits to customers who pay with a registered Starbucks card at participating stores.
“Mobile payment is just one example of how we’re continually innovating on behalf of our customers to enhance the Starbucks experience,” said Brewer. “A growing segment of our customers use smartphones and through the Starbucks Card Mobile App, we’re providing them with the fastest way to pay.”
– IndiaRetailing Bureau