Starbucks Hits Its Stride In The Digital Age

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This year,
Starbucks CorpSBUX
has undergone a major revamp as the company worked to remain a staple among consumers. From running a boutique-style
pastry brand
to updating its image with new menu items and a special "Reserve Roastery" location, the Seattle-based chain has been testing out new ideas to draw in more coffee lovers. Some of its efforts appear to be paying off; the company
announced
last week that its foray into mobile marketing has successfully spread throughout the US.
Mobile Orders Grow
Starbucks introduced a mobile ordering service back in 2014 as part of a pilot program in Portland. However last week, the company announced that mobile ordering was now offered in 17 states across the US, suggesting the system has been a success.
Shifting Consumer Behavior
A mobile presence has become mandatory in the food and drink industry as more and more consumers are moving away from using the internet on a typical PC web browser and instead accessing content using their mobile devices. Many big names have opened up ordering platforms that allow customers to order from their device and pick their food up without waiting.
Enhanced Experience
Starbucks' app has been a success as it give consumers the ability to order and pay using their cell phone on their way into the store. The concept has made morning coffee runs smoother and easier as it gives customers the option to skip the long lines and get their caffeine fix as soon as they walk in the door.
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