Retail TouchPoints: Starbucks, Disney and Guess Up The Ante With Mobile
Through a special arrangement, presented here for discussion
is a summary of a current article from the Retail TouchPoints website.
announced last week the launch of mobile payment in its 6,800 U.S. company-operated
stores and more than 1,000 Starbucks located in Target locations. Customers
can purchase items in-store with select smartphones as part of the national
program, which builds on the introduction of the Starbucks Card Mobile application.
new application allows customers to manage a Starbucks Card account, check
balances, reload a card and check reward status. To make a purchase, shoppers
hold the mobile device in front of a scanner on the countertop and scan the Starbucks
Card Mobile App’s on-screen barcode.
"Today, one in five Starbucks
transactions is made using a Starbucks Card and mobile payment will extend
the way our customers experience and use their Starbucks Card," said
Brady Brewer, VP Starbucks Card and Brand Loyalty, in a press release. "With
mobile payment, the Starbucks Card platform further elevates the customer experience
by delivering convenience, rewarding loyalty, and continuing to build an emotional
connection with our customers."
Customers loaded more than $1.5 billion
on Starbucks Cards in 2010, an increase of 21 percent over 2009, driven in
part by the My Starbucks Rewards program.
The news of Starbucks’ rollout
was announced just two weeks after the National Retail Federation’s (NRF)
annual convention in New York, where mobile payment was a key topic of discussion.
mobile payment news:
- Usablenet has integrated with PayPal’s mobile payments product, Mobile
Express Checkout, to enhance payment offerings on clients’ mobile web
sites. Usablenet can now optimally extend PayPal’s Mobile Express Checkout
to mobile commerce web sites and other supported solutions, such as mobile
applications, tablets, Facebook and other social media, as well as in-store
- Newly-revamped Disney Stores are leveraging Oracle technology to facilitate
mobile sales via Apple iPod Touch devices and portable printers. Store associates
can look up products, print gift receipts and suspend the transaction if
the customer needs to complete it at the traditional point of sale. During
the holiday season, in the 40 stores that implemented mobile POS, mobile
sales accounted for 15-18 percent of total sales. Disney expects to have
140 of the 200 U.S. stores outfitted with mobile POS by the 2011 holiday
- Guess has implemented Global Bay’s mobile retail software to roll
out mobile payment capability throughout its more than 1,100-store chain
within the next 3-6 months. EVP and CIO Michael Relich at the NRF show said
the effort aligns well with the Guess brand identity, and that customers "absolutely
love" the convenience factor. "From a brand point of view I think
it is kind of cool," he said. "We’re supposed to be a cool
brand and having cool technology [in our stores] helps."
Mobile payment is expected to grow to $633 billion annually by 2014, with
490 million customers using smartphones for payment, according to Generator
TouchPoints: Starbucks, Disney and Guess Up The Ante With Mobile – Retail
- Mobile Payment Debuts Nationally at Starbucks – Starbucks
Discussion Questions: What do you think of Starbucks mobile payment option, especially its link to its loyalty program? What are the benefits of stores driving mobile payments versus credit card companies or cell phone providers?