AI barista launched this summer, how did Starbucks'"coffee technology soul" become?

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

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Starbucks was laid out early in terms of mobile devices, how on earth did its digital spirit and "section soul" come from?

Starbucks was laid out early in terms of mobile devices. 15 years ago, smart phones tried digital ordering service before it became popular, but at that time, it bound credit card deductions by entering personal codes and setting favorite drinks. The catering giant worked hard on mobile devices and took the lead in creating the post of CDO in 2012, focusing on mobile payment and customer loyalty programs, using the power of mobile devices to stimulate customer participation, improve payment, and so on. How did Starbucks' digital brain and technology soul come from the key strategy of connecting digital services to consumer experience?

Not limited by the development of the market, build loyal customers step by step

Starbucks released its first App in 2009 and integrated the mobile payment function in 2011. Customers only need to scan the exclusive QR code in the App at the cashier to complete the payment. After logging in to the account through the membership card number, they can also directly complete the added value. At that time, NFC (Near-field Communication) technology was not widely used in mobile devices, which was not conducive to promoting inductive near-end payment. However, Starbucks did not delay action, but used the simpler QR code to get a head start. Square, an investment action payment company, became a third-party partner of Apple Pay in 2012. at present, more than 14% of the transaction volume in the United States has been paid by action.

Not just drinking coffee-long-term customer participation

Since 2002, Starbucks has been offering free Wi-Fi on a large scale, allowing customers to read paid content such as the Wall Street Journal and the New York Times for free, enjoy free music downloads on iTunes, run out of battery and provide free wireless charging services, creating a leisurely, unfettered customer experience. In addition, my Starbucks reward members of Starbucks in the United States can obtain in-store music and evaluate it through Spotify, so Spotify can adjust the playlist of the store, and paid subscribers can get stars by listening to music and exchange them for free coffee.

In terms of community management, Starbucks launched a variety of community marketing activities to maintain a high topic on social platforms such as Facebook, Twitter and Pinterest, and it was the first fan page to break through tens of millions of likes on Facebook.

The global digital strategy of localization is integrated into the preferences of various countries

China is the first country where the amount of mobile device shopping is higher than that of computer online shopping, mainly because social platforms have been integrated into their daily lives, leading to the prosperity of e-commerce. Wechat has an official account to keep customers abreast of the latest news and promote customer participation. WeChat Pay, which has long been reluctant to cooperate with local mobile payment vendors, partnered with Tencent in 2016 to allow customers to use Starbucks in 2500 stores. In addition, a social gift called "using Xing Shuo" has been launched on Wechat, imitating the "red packet" function loved by Chinese users to give coffee to relatives and friends.

Continuous use of new technology, new attempt of AI

Starbucks continues to seek inspiration from new technology and is committed to integrating reality and reality to provide a better customer experience in the digital era. The my Starbucks barista function of virtual baristas was tested on App in early 2017. Similar to chatbots, customers can use voice or text messages to order. Baristas use artificial intelligence algorithms to analyze customer membership account information, preferences, consumption history, and other third-party information. Provide more personal advice, let customers seem to communicate with real baristas. Customers can also pay by App directly after confirming the meal, and the barista will also provide the time when the meal is ready. The service is expected to be available in the summer of 2017, while the Android system will be a little later.