Swipe ‘n Sip: Stabucks Debuts Mobile Payment App
Whether you are excited by or tired of Starbucks’ brand-building strategies (trenta size, anyone?), they certainly know how to tap into customers’ need for the “Starbucks experience”. I recently read an article about how Starbucks has unveiled the nation-wide launch of a mobile payment app for smartphones. Their test run in their NYC stores was apparently successful since Starbucks is now making a national debut of the app that allows Starbucks card holders to pay using their mobile phones.
Starbucks card holders use the app by holding their mobile phone with the on-screen barcode in front of a scanner. Not only can app users pay for their java with this app, but they can also check their balance, reload their card instantly via credit card, and locate the closest nearby Starbucks.
This new addition to the Starbucks bag-of-tricks is a very good example of building an emotional connection with your customers, tapping into your loyal customer base, and the importance of knowing your target audience. According to the article, more than one-third of Starbucks customers use some sort of mobile phone or smart phone. By keeping up with the technology trends on the market and personalizing them to their particular business, Starbucks is staying relevant to their prime customer; engaging and rewarding their loyal base of cardholders and encouraging further loyalty; and meeting consumer demand for the entire Starbucks experience to be even faster and more convenient .
What are some ways that you build loyalty with your customers, or how do brands that you’re loyal to retain your commitment to the brand? In what other ways do you see businesses adapting widespread technology to their own specific business and customers?
