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In December, Starbucks introduced Mobile Order & Pay to 150 stores in Portland, OR. Since then, it expanded to more than 600 stores in the Pacific Northwest and the company just announced it is now available nationwide−an initiative seen as a massive boost to customer engagement.
Mobile Order & Pay is available on iOS and Android devices. It’s a new feature of the popular Starbucks mobile app that allows customers to place and pay for their orders in advance of their visits and pick it up at a participating Starbucks location.
Following successful launches in select U.S. cities, mobile ordering is emerging as the fastest and easiest way for Starbucks customers to order ahead, then pay and pick up their purchases – providing on-the-go customers a simple and quick alternative to get their favorite food or beverage item. What’s more, Starbucks plans to introduce this feature in select company-owned stores in the U.K. and Canada in October.
“Bringing Mobile Order and Pay to our customers is about meeting their needs of convenience and customization at any time of the day,” said Adam Brotman, Starbucks chief digital officer. “The fact that it also represents the fastest technology application rollout we have ever done is indicative of the strength of our digital ecosystem, how well it has been received by both our customers and store partners and the impact we think it can have on the future of retail.”
Following the initial test of Mobile Order & Pay in Portland, OR in December 2014 and subsequent launch across the Pacific Northwest in March 2015, Starbucks expanded the program to 3,400 additional stores across 17 states in the U.S. earlier this summer.
The Mobile Order & Pay feature allows customers to choose a store from a map view, browse, select and customize beverage and food items, view the estimated timeframe the order will be ready, and pre-pay for the order - all within the Starbucks® Mobile App. Menu options highlight products available in specific geographic regions and stores, and orders are freshly prepared and ready for pick-up in the bar area.
Mobile Order & Pay is integrated into Starbucks world-class Mobile App and My Starbucks Rewards loyalty program, providing a simple way for customers to sign up and earn coveted Stars. It’s available for customers using a Starbucks® app for iPhone® or Starbucks® app for Android™.
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