Background
Starbucks serves millions of customers a day, many in a hurry. Long queues at peak times cost sales, and the company wanted a closer relationship with its regular customers.
The challenge
Queues at busy times put people off, and without a direct digital connection Starbucks couldn't recognise and reward its most loyal customers or tailor offers to them.
What they built
- Built one app for rewards, payments and ordering
- Launched Mobile Order & Pay so customers can order ahead and skip the line
- Let customers load money onto a digital Starbucks Card in the app
- Used Stars and personalised offers to reward repeat visits
- Fed app orders straight into stores to prepare drinks before customers arrive
The results
By the end of fiscal 2024, Starbucks had 33.8 million 90-day active Rewards members in the U.S. Members accounted for 60% of spend at U.S. company-operated stores, and Mobile Orders made up 31% of transactions, up from 26% two years earlier.
Sources
Public examples compiled from company reports, with sources on each page. Vozile is not affiliated with these companies and did not work on these projects. Trademarks belong to their owners.
