MERCADEO Versión en español
Starbucks remains high in the mobile market curve
Manuela Walfenzao| 21 de abril de 2015
La app móvil de Starbucks cuenta con 120 millones de usuarios
Starbucks’ vision on mobile as future of sales has allowed them to gain over their users’ trust and freedom to experiment. Starbucks’ mobile application has six million transactions a week and is used by more than 120 million users, turning it into one of the most used apps in the US. Its successful dissemination as a brand assures that users will be receptive to their new initiatives.”Starbucks consumers associate the application with usefulness, convenience and even savings, they are more likely to receive special offers, messages or pop-ups on their screens”, said Wilson Kerr, Business and Sales Strategy, Unbound Commerce, Boston. By allowing payments from smartphones, incorporating the use of QR, SMS codes advertising for mobiles, their application has secured an audience willing to interact with innovations. Starbucks began with its application in 2009 and since then has remained at the forefront of innovation for mobile.”Starbucks is a mobile brand. They don’t see mobile as a separate marketing channel, but as an integral part of the user’s experience,” said Guillaume Lelait, general manager at Fetch.One of their most recent feats was the special Happy Hour offer, in which the first 100 users who responded an SMS trivia received a coupon. While they continue innovating in their app and their purchase options, they will be a reference for the mobile market.
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