Starbucks’ Chief Digital Officer, Adam Brotman, believes the chain has left competitors behind when it comes to offering well-connected multichannel customer experiences. Speaking to digital publication Diginomica, he said:
“I truly believe that no other retailer is as far along as Starbucks in terms of building an end-to-end digital customer experience across a variety of digital touch points both in-store and out of store, across channels, and now across geographies,” comments Brotman.
Despite the confidence in this statement, Brotman is keen to underline that Starbucks are by no means complacent, affirming, “We are truly only just getting started.” Indeed, the global coffee chain is trialling a variety of initiatives in the US to better connect with customers in both the physical and digital world.
Primarily, Starbucks has been a leading force in the drive to incorporate mobile into the in-store experience, implementing a mobile payments system and linking this service to its loyalty program. “More than 10 per cent of all transactions in our US stores are made with the phone,” reveals Brotman, as the company registers 100 per cent year-on-year growth in spends via mobile for loyalty card customers. Consumers across the states may soon even be able to collect loyalty points via mobile on Starbucks products in their local supermarket.
Beyond providing a more convenient system of payments and rewards, Starbucks also sees mobile as a key way to connect with in-store customers, particularly through social media. The brand recently surpassed the four million follower mark on Twitter, and sees countless customers interact with the brand on a daily basis. To encourage this communication, Starbucks will soon be working with Google to enable faster WiFi browsing in-branch, and is also testing a wireless mobile charging matt created by Duracell.
“This is a kind of improvement to the digital experience that our customers expect from Starbucks and the kind that we will deliver at scale moving forward,” concludes Brotman.
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