Starbucks offers the largest and most robust mobile ecosystem of any retailer in the world. Boasting over 12 million Starbucks Rewards members, eight million mobile paying customers (with one out of three now using Mobile Order & Pay), and in the last year involving more than $6 billion loaded onto prepaid Starbucks cards in North America alone. They have just expanded this digital platform to the company’s China and Asia Pacific region, notably in Hong Kong and India. In India, the move makes Tata Starbucks Private Ltd. The first major retailer to offer customers a mobile payment option linked to a loyalty programme. Available to download on app stores, the app offers customers the convenience of paying with their mobile devices. The app also allows customers to register for rewards, track them and other account management capabilities. There’s also the ability to access new product information and promotions. “We are proud to introduce the Starbucks India Mobile app to customers in India which will help us meet their needs while serving them seamlessly on our already highly successful rewards programme,” said CEO, Sumitro Ghosh. In Hong Kong, Starbucks is the first retailer to launch a mobile ordering feature, combined with mobile payment technology and a deep loyalty programme. “Hong Kong is one of the busiest cities in the world and our customers have a very high expectation of convenience,” said Norbert Tan, executive director of Starbuck Hong Kong and Macau.
STARBUCKS DIGITALLY ENGAGES CHINA AND ASIA
