With more and more people interacting with the world and brands using their device, many advertisers have been trying to find their way onto the phone. I have been asked countless times by countless brands, both large and small, “Should we have an app?”
Seems like a simple question but to many it is not. So many brands want to be on that phone in a coveted square, preferably on the first screen. Lofty goals but what I always advocate clients to look at: What is the function or value of your “app”. Sometimes it is hard for brands to think about the end user’s goals and try to find ways that the brand’s goals can align with the consumer’s goals. And when a brand comes from a place where both parties’ objectives can be met, they create engagement for their brand with the consumer. Which always begs the question: what does your customer want?
Like most of you, I drink coffee. I don’t drink too much, because then, I understand from those that love me most, I am a little hard to take. And probably like you, I have a favorite coffee shop. Problem is, I don’t go there anymore. I don’t go there anymore despite the fact that their latte’s are superior and their service is local and friendly. Nope, I just don’t go there anymore. And it’s all because Starbucks has made it so freakishly easy for me to drink coffee that doesn’t taste as good to me.
…because I can pay with my phone.
And I am clearly not alone. In June, Starbucks reported that 10% of all transactions in store are now done via mobile. In fact, Starbucks is processing more than 4 million mobile transactions PER WEEK. This has doubled since the beginning of the year and more than 10 million people are actively using the Starbucks mobile app. The coffee giant has clearly identified and addressed a customer need. It is worth noting that these massive increases in growth have all occurred at the same time the loyalty program that has shrunk in terms of rewards (No more free syrup?!?).