What mobile payment providers can learn from Starbucks
Customers more frequently use Starbucks in-app payments than mobile wallets like Apple Pay, Google Pay or Samsung Pay.
Mobile payment providers could learn from Starbucks’ experience of building loyalty and incentives into the digital payment experience.
The road to ubiquity in mobile payments is a customer experience that goes much farther than the transaction itself.
It’s no surprise that customers’ frequency of use of the QR code-based payment capability within the Starbucks app beats Apple Pay, Samsung Pay, and Google Pay. Seven years after rolling out in-app payments, Starbucks has achieved what mobile payment providers have long struggled with — getting customers to change their behavior by swapping plastic cards with mobile payments. By the end of last year, mobile payments accounted for 30 percent of all payment transactions, the result of the success of reward point incentives, targeted in-app offers and the company’s immense customer base for whom mobile payments make the relationship stronger. Around 100 million customers enter Starbucks stores every week, according to the company.
According to a recent eMarketer survey, this year 23.4 million people aged 14 or over will use the Starbucks app to make a point-of-sale purchase at least once every 6 months — compared to 22 million who who use Apple Pay, 11 million who will use Google Pay, and around 10 million who will use Samsung Pay.
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SUMAN BHATTACHARYYA
TEARSHEET
MAY 30, 2018
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