The FINANCIAL -- As part of its continuous investments to deliver an exceptional customer experience in China, Starbucks on July 12 announced the launch of the Starbucks mobile payment experience aimed at providing My Starbucks Rewards (MSR) members access to a fast, seamless and convenient way to pay for purchases, using their pre-loaded Starbucks Gift Card, at more than 2,200 stores nationwide, via their mobile devices.
“Our customers in China have a very high expectation of their digital experience and we are thrilled that the new mobile payment experience will enhance and transform the way we connect and build a meaningful relationship with them,” said Belinda Wong, president, Starbucks China. “With the ongoing seismic shift in consumer behavior due to mobile technology, Starbucks is committed to exploring new ways to leverage digital innovations to deliver an elevated Starbucks Experience to our customers. We are confident our social, web, mobile, loyalty and card assets will deliver greater value and convenience to our customers, while further differentiating the brand in China.”
Digital and Loyalty Platforms Transforming Customer Connections Beyond Retail
The Starbucks mobile payment experience builds on a rapidly expanding portfolio of digital innovations in China. Starbucks first launched the Starbucks Gift cards in 2014 to enable its customers to foster deeper connections with their friends and loved ones by sharing a simple act of kindness and care, through a cup of handcrafted Starbucks beverage.
Starbucks MSR members can now pre-load their Starbucks gift cards in stores across China and bundle the cards to their password-protected Starbucks China Mobile App (version 4.0) to enjoy the convenience of the Starbucks mobile payment experience. In addition to the ease of paying for in-store purchases by scanning a bar code linked to a registered Starbucks MSR Card, Starbucks MSR members will also be able to manage their Starbucks Card account, check their card balance and find a nearby Starbucks store with the store locator feature. In addition, the app will engage and reward Starbucks most loyal customers by making it easier to earn, track and redeem rewards, like complimentary beverages and other special promotions, according to Starbucks.
Around the world, Starbucks occupies a front-row seat at the intersection of the physical and digital worlds like no other company anywhere in or out of retail. Starbucks will learn from it experiences around the world to bring to China the most relevant innovations to seamlessly integrate its store and the digital experience so as to consistently exceed the expectations of its Chinese customers.