Starbucks mobile end allows you to quickly get the coffee

Imagine the scene: on the commute, when you drill out of the subway, the coffee order is automatically generated, and when you go into Starbucks, you directly and completely disregard the long team, tell the waiter your name, you can get a low fat latte.

In the near future, Starbucks will be able to recruit more customers and achieve maximum profit.

It all stems from Starbucks ' latest mobile mobile phone, which makes it incredibly easy to get a cup of coffee in the morning. From the 2014 month of December 3, Starbucks in the United States Oregon State Portland, the launch of a single trial service, meaning not to queue or show mobile phone information can buy coffee. The app will be implemented this year (with Apple's iOS version, Android version coming soon) to implement a series of updates, including adding custom daily packages, or using geo-data to automate the scheduling of individual orders to the optimal pick-up time in the commuting process. Real-world purchases turn to mobile phones, the trend of the fast-food industry, but from the user interface to the physical operations, Starbucks has also brought unpredictable and multifaceted risks.

Portland Open upgrade version of the mobile phone application, in fact, with the old version of the same, the only difference is that the next one is added (not Portland users can only see "Menu key"). Click to enter, will pop up a window, the top display picture of the last order, according to the corresponding position click Three, this process also only five seconds, can be in the distance to the nearest Starbucks repeat last order. With a little groping, you can quickly find a local Starbucks entity store through Google Maps, learn about the average waiting time for drinks orders, and if you study the menu carefully, you can get to the new skills of customizing the drinks.

Mobile applications are simply the Gospel of the vast majority of Starbucks powder. Currently in the United States, 16% of the Starbucks orders are implemented through the mobile client, which requires users to be crowded in a long queue, waiting for the waiter to verify the phone (payment through the mobile phone generated two-dimensional code sweep code to pay).

"Mobile apps have freed buyers from the hassle of queuing, reducing the impatience and time to wait," said Adam Blottmann, chief digital officer at Starbucks, Brotman. "Bar members can also make a lot of time to increase the number of production and customer interaction during the peak hours." ”

From the enterprise level, mobile phone applications have greatly widened the profit channel. For example, Starbucks expects the user rate for us mobile apps to be much higher than the current 16% per cent (Starbuck is reluctant to disclose specific expectations). At the same time, more users will be aware that Starbucks applications do not accept Visa or MasterCard credit card payments, only through the rechargeable membership card payment-currently 33% of the Starbucks customers in use, the card will bring a small profit for Starbucks. On the surface, the membership card small amount of recharge can reduce the amount of credit card payment for a single coffee order, thus reducing the cost of the transaction that Starbucks needs to bear. It can be seen that Starbucks in the expansion of the customer team, but also in the pursuit of maximum profits.

The frustration of waiting in line also affects sales performance.

Blottmann also revealed other ways in which Starbucks could use its mobile phone for profit. Google Maps can show the user location of the Starbucks entities store orders waiting situation, the past situation is that customers are likely to see the queue is too long to give up the idea of a cup of coffee in the morning, now, users through the mobile phone, many orders can be saved. So Blottmann that the impatience of waiting in line will frustrate sales. As a result, customers can book in advance through the phone, no longer in line with the "double condensed large cup of soy milk star ice", so that they are more willing to order or increase orders.

The widespread promotion of new forms of payment is actually difficult. In the development phase, the Starbucks team faces a major problem is: how the bar in the tight order task, while the completion of a number of mobile phone orders? The General dining area setting is not ideal at present, it is likely to make the entity store orders customers must be queued. To this end, the designer visited every Starbucks entity store in Portland, designed mobile zone. At least this area is useful and will soon come to the truth-which is the motivation for applications to run in a city.

"We're doing a lot of work on digital ports, but they actually affect the actual operation," Blottmann explains. "Because digital development is also part of the operation, we need to integrate mobile phones into the day-to-day operations of Starbucks." ”