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Would Starbucks Mobile Pre-Ordering Be A Hit In The States?

Starbucks has started testing mobile pre-ordering through its app in Korea, delivering on the promise to make the coffee experience more fun and compelling. 

Although we have yet to hear insights regarding the success of the testing thus far, we couldn’t help but wonder if the feature would resonate with U.S. consumers. Insights from the Retail TouchPoints team are below: 

Debbie Hauss, Editor-In-Chief: I like the idea, and it seems that Starbucks has the kinks worked out, so I’ll be interested to hear about what kind of reception it gets in Korea. Otherwise, though, I think Starbucks should work harder on getting the regular in-store ordering right in the first place. In some Starbucks, it works well – they have associates taking orders while people stand in line. In others it doesn’t work at all, and it makes paying $7 for a coffee even more frustrating.

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Alicia Fiorletta, Senior Editor: I definitely think this is a great new addition to the Starbucks mobile app, and would be especially fun and compelling for consumers who are avid loyalty program members. I also can imagine a lot of people using the app to pre-order their beverages while their commuting to work, or if they just want a quick pit stop for a pick-me-up while they’re traveling. Based on our knowledge of what the pre-ordering experience would look like, it seems like Starbucks has covered all their bases in making the app seamless, easy-to-use and has ensured that the in-store experience isn’t clunky. The fact that consumers receive notifications on their orders when they’re being created and almost ready for pick-up is a key benefit, in my opinion.

Kim Zimmermann, Managing Editor: I would certainly consider using it. It would help speed the process, especially when one person is picking up an order for the entire office. I think it is a good move for Starbucks. They’re known for innovating with tech, and recently rolled out wireless phone charging. They just need to test, test and test to be sure that the app works seamlessly. 

Glenn Taylor, Associate Editor: I’m not a coffee guy, but I like the idea. It’s essentially the same principle as calling for pickup from any other eatery, except it is scaled to a much broader audience without the hassle of jammed phone lines and mistaken orders. I could see this being implemented in other grab-and-go areas or morning-before-work hotspots. As long as the locations involved provide service that gives the customers what they ask for, I think this idea will make other companies ask themselves “Why didn’t I implement this first?”

Brian Anderson, Associate Editor: As a consumer, I would definitely take advantage of pre-ordering my coffee every morning. The convenience, and how effortless the purchase is, definitely would boost Starbucks’ customer service and overall customer satisfaction. I’ve never really understood how coffee businesses haven’t tapped into this style of purchase sooner. With the companies looking to get as many shoppers using their mobile app, it seems like the perfect incentive to get people to use it.

What do you think about the mobile pre-ordering feature? Would you use it at your local Starbucks? Share your thoughts in the comments section below! 

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