Blog #2


Many businesses these days seek to find another way to use innovation and technology in order to advance their brand. The trend towards the use of technology and digital media within marketing has been climbing at a steep rate. One huge asset that many businesses have taken advantage of recently is the use of a mobile app. The mobile app that each company uses varies by the way they use it, whether it is used to shop online or buy tickets to the movies. One company that really found success with the use of a mobile app is Starbucks.
            Starbucks first entered the online
community in 2008 under the name My Starbucks Idea. They also joined Twitter at this time and had also created a Facebook page in order to receive customer feedback based off of their experiences. Another feature they had introduced at this time was their rewards program, Starbucks Rewards. It was not until 2011 that Starbucks had entered the market with their first mobile app. This app has been numerously updated to be more user friendly and convenient up to this very day. What makes the Starbucks mobile app so successful is what the company allows the user to do within the app.
            Users who download the Starbucks app will be greeted with plenty of features to make their user experience as convenient as possible. The first feature is Starbucks Rewards being built right into the app. Whenever customers pay using the mobile app, they are able to collect reward points which could be used towards free or discounted drinks. Another feature is the ability to seamlessly place and pay for orders on the mobile app. This is extremely convenient for those who are in a rush to get to work in the morning but would still like to get their morning coffee. The mobile app allows them to skip the line at the coffee shop and simply have their order ready by the time they arrive. What separates the Starbucks mobile ordering feature from others is how easy the interface is to use compared to competitors such as Dunkin Donuts. Gift cards as well as your rewards card can be stored digitally within the app. Even if you would rather order in the store, cashiers can still ring up your gift cards by scanning a barcode provided by the app. This form of mobile payment has proved to be a huge success as Starbucks is currently beating both Apple Pay and Google Pay with their total amount of users. Starbucks not only uses this opportunity to provide convenience to the customer, but they also use this as a prime way to market to those who have the app installed. For example, Starbucks sends notifications to its users when a drink they frequently order is discounted in an attempt to get more business.
            Starbucks has found a way to advance their brand through the use of its mobile app. Their mobile app provides ease of access and convenience to users and opens up the possibility of additional marketing opportunities.

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