Starbucks Asia boosts digital engagement

Starbucks Asia has debuted its mobile Order and Pay app in Hong Kong and India.

Starbucks globally already offers the largest and most robust mobile ecosystem of any retailer in the world, with more than 12 million Starbucks Rewards members, 8 million mobile paying customers with one out of three now using Mobile Order & Pay, and more than US$6 billion loaded onto prepaid Starbucks Cards in North America during the past year alone.

Now Starbucks has expanded its digital platform to Asia Pacific with the launch of the Mobile Order and Pay program in Hong Kong and India.

Starbucks Hong Kong and Tata Starbucks Private Limited are the first retailers in their markets to launch a mobile-ordering feature using its mobile payment technology combined with a loyalty program.

Customers can choose a store from a map view, browse, select and customise beverage and food items – including the option to modify the size, number of espresso shots and dairy selections – view the estimated pick up times and pre-pay for the order – all within the Starbucks 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.

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“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 mobile app. Customers who do not yet have the app can download it from the App Store or Google Play.

Sumitro Ghosh, CEO of Tata Starbucks India, said mobile app will help meet Indian customers’ needs while serving them seamlessly on the My Starbucks Rewards program.

“This digital innovation underscores our continued commitment to drive innovation and provide an exceptional and convenient customer experience in our stores across the country.”

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