Starbucks is about to support customers ordering coffee with their mobile app

According to technology blog Re / code, Starbucks is about to support customers ordering coffee on their mobile app, and the company's plans do not stop there, and it wants to extend its proprietary reach to payment and point sharing in other stores.

The coffee giant disclosed in March that 14% of its U.S. stores were paying through its apps.

Adam Brotman, chief digital officer at Starbucks, said the company will begin allowing customers to make their purchases via Starbucks in a pilot market later this year. He clarified that this should not be seen as an experiment. Starbucks is determined to eventually push the technology throughout the United States, no matter how long the process will take.

"We are determined to do this and are determined to do it well," Brotman said in an interview with Re / code.

Currently, U.S. consumers are increasingly using mobile applications to order product services. Uber, Lyft and other taxi services swept the major cities in the United States, and chip stores such as Chipotle's early ordering service is also widely favored. Apps from companies such as GrubHub, Tapingo, Square and others support people ordering food and drinks from various food and beverage outlets. The purchases made at a Starbucks storefront via credit or debit card are via Square's payment platform, whereas Starbucks' proprietary applications do not.

Seeing the momentum of mobile ordering fierce, Starbucks obviously do not want to continue to sit on the sidelines. Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement Advertisement The company believes that if properly implemented, this feature will enhance the loyalty of existing customers, so that they do not have to wait for a long period of time during peak hours to get coffee.

The move obviously also risks. A bad experience - ordered coffee is not ready, or put too long - are enough to give customers a bad impression.

The fame of Starbucks coffee has also increased the difficulty of the implementation of subscription services. Cold coffee will be sour. Brotman said Starbucks, of course, knows this well and has been testing the advance booking process at its model store in Seattle headquarters. The company is also conducting tests to study the different drinks cooling time.

"We're trying to study these things in the sciences," he said. But he also acknowledged that by the time the feature was pushed to the real world, there were bound to be some new issues, so while trying to create a sound process, the company is also planning to plan ahead to tackle the problem.

The team behind the project includes employees from each Starbucks department, which runs from the storefront to the IT department, who meet with Brotman once a week.

"This is the most cross-functional team I've worked on and the most important project I've ever done," says Blotman.

According to him, Starbucks also negotiated cooperation with potential partners in hopes of allowing its customers to pay for Starbucks applications in other stores as well. The negotiation also includes exploring the possibility of extending the Starbucks credit plan to other companies. This move may make Starbucks involved in the digital wallet dispute. Burtman declined to comment on Starbuck's identity.

Some may question the wisdom of Starbucks deviating from its core competencies, but Broadman noted that the company believes pushing Starbucks' payment system and point plans beyond its own cafes is likely to push up its usage of the appliance , And enhance the brand's affinity for Starbucks.

"We want to get the mobile subscriptions first, but in the future you may hear more about our involvement in the field of mobile wallets or general-purpose credits."

Translator: Le Bang

Original link: http://recode.net/2014/07/17/starbucks-has-bigger-plans-in-mobile-payments-than-most-people-realize/

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