I have to say that I didn’t like drinking coffee before I
came to New York City, or in other words I rarely drink coffee. However, I
found New Yorkers are enjoying coffee anywhere and anytime. Then I download
Starbucks’ app on my iPhone in order to feel NYC’s coffee culture. Since then I
start to addicted into coffee little by little…
So what magic does this app have? Fundamentally because this
app is very easy to navigate and very useful. For the details:
1. Payment Page (Important/Useful Index: ★★★★★)
Once you opened the app, the first emerging page is not home
page but payment page. It’s because the objective of the app is to increase
sales so that the payment should be the most important function. On the payment
page, you can find your e-membership card, current balance and reload button.
You can reload money to your account very fast (about half minute) by your
credit card that has been binding. After you touch the “pay” button, you will
see a bar code with your account number. And you can consume in Starbucks
stores by scanning your bar code. Then you may ask me “why do mobile payment
will be more convenient?”. I think the reason is most people will always hold
their mobiles in their hands instead of their credit cards so they don’t need
to get cards from their wallets.
2. Reward Page (Important/Useful Index: ★★★★)
Why I ranked reward page as the second one? It’s because the
incentives will enhance customers’ stickiness and make them become loyal
customers. On the reward page, you will see a Starbucks cup that filled with
some stars. And these stars are actually your credits. You will get a star once
you consume in Starbucks stores. As the stars increasing, you will get more and
more benefits. There are three levels in Starbucks’ membership. The first level
is welcome level (1-5 stars) that you cannot get any benefits or offers. The
second level is green level (6-30 stars) that you can get little benefits like
birthday reward. The third level is gold level (more than 30 stars) that you
can get most benefits and offers like a free drink by collecting 12 stars and
some coupons (e.g. 1$ off). The reward model motivated me to keep consuming in
Starbucks stores to get more stars, and finally I became one of their loyal
customers.
3. Home Page (Important/Useful Index: ★★★)
There are many functions on home page like product
introduction, message, setting and help. Among these, product introduction and
message are more important than the others. Product introduction gives
customers more details about each product like available time and nutrition
info. Moreover, you can customize your own drinks so that you can get a
personalized drink easier. Message is mainly pushing offers and events, such as
“bonus star holiday” and downloading free songs.
4. Gift Page & Search Page (Important/Useful Index: ★★)
Just for me, these two pages are less useful. But they may
be more useful for others. On gift page, you can design your own e-gift card to
your friends by emails or Facebook. On search page, you can find the nearest
Starbucks stores. You really can find a Starbucks store everywhere.
This is Starbucks’ app, a green friendly app. I believe its success depends on two points: one is the simple and convenient function set; the other one is the effective incentives. This app makes me not only become Starbucks’ loyal customer, but also addict into coffee’s world.
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