Starbucks Elevates Digital Engagement in Hong Kong and India
Starbucks offers the largest and most robust mobile ecosystem of any retailer in the world, with more than 12 million Starbucks Rewards™ members, eight million mobile paying customers with one out of three now using Mobile Order & Pay, and more than $6 billion loaded onto prepaid Starbucks Cards in North America during the past year alone.
Starbucks has now extended its digital platform to the company’s China and Asia Pacific region with the recent launch of the Mobile Order and Pay program in Hong Kong and today (March 15) offering the mobile app system to customers in India.
A first in India
Tata Starbucks Private Limited introduced the Starbucks® India mobile app across the country giving customers a fast and convenient way to pay for in-store purchases and earn Stars through the loyalty program using their mobile device. The move makes Tata Starbucks the first major retailer in India to offer customers a mobile payment option linked to a loyalty program and further expands Starbucks robust global digital ecosystem.
Available for download on iPhone® and Android™ devices, the Starbucks® India app offers customers the convenience of paying for their favorite Starbucks® beverages with their mobile device by scanning a bar code linked to their registered Starbucks Card. Customers also can register multiple Starbucks Cards onto their account within the Starbucks mobile app.
In addition to mobile payment, the app allows customers to register for the My Starbucks Rewards® program, track their rewards, manage their accounts, and gain access to new product information and promotions, all within one convenient app.
“We are proud to introduce the Starbucks India mobile app to customers in India which will help us meet their needs while serving them seamlessly on our already highly successful My Starbucks Rewards™ program that benefits our loyal customers,” said Mr. Sumitro Ghosh, ceo, Tata Starbucks Private Limited. “This digital innovation underscores our continued commitment to drive innovation and provide an exceptional and convenient customer experience in our stores across the country.”
Meeting the needs of customers in Hong Kong
Starbucks Hong Kong launched Mobile Order & Pay, a new feature of the popular Starbucks Hong Kong mobile app, at participating stores on March 11. Starbucks is the first retailer in Hong Kong to launch mobile ordering feature using its mobile payment technology combined with a deep loyalty program.
The Mobile Order & Pay feature allows customers to choose a store from a map view, browse, select and customize beverage and food items, including the option to modify size, number of espresso shots and dairy selections, view the estimated pick up times, and pre-pay for the order - all within the Starbucks mobile app. Every order is freshly prepared and ready for pick-up in the beverage handoff area. Members can easily collect Stars and earn rewards with Starbucks Rewards™ loyalty program.
“Hong Kong is one of the busiest cities in the world and our customers have a very high expectation of convenience,” said Norbert Tan, executive director, Starbucks Hong Kong and Macau. “Starbucks is committed to exploring digital innovations which deliver meaningful value and convenience that enhance the Starbucks Experience.”
The Mobile Order & Pay feature will be accessible through an update to the Starbucks Hong Kong mobile app. For customers who do not yet have the Starbucks Hong Kong Mobile app, they can download it from the App Store or Google Play. For current customers with the Starbucks Hong Kong app, when the new version is available, the app will prompt an update.