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Success Case Study: Starbucks Mobile Order & Pay

Published on: Jan 2017 | From USD $995 | Published By: GLOBAL DATA | Number Of Pages: 20

Success Case Study: Starbucks Mobile Order & Pay

Summary

"Success Case Study: Starbucks Mobile Order & Pay" is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind the success of Starbucks’ app-based proximity ordering service in the US. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Smartphone-based remote ordering is establishing itself as a powerful tool for foodservice and other FMCG businesses. The uptake of such services reflects the demand growing among consumers for solutions that minimize the time and effort spent on ordering food and complement on-the-go needs.

Scope

- Alongside the rising number of smartphone-users, proximity mobile payments have tripled since 2014, becoming a very popular payment method for American consumers. Companies, especially within the quick-service restaurant sector, should therefore seek to add ways for consumers to pay with their smartphones, for example through their mobile apps.
- The Mobile Order & Pay service on the Starbucks app is proving to be a success for the company by allowing it to take advantage of the rise in US consumers utilizing proximity mobile payments to make transactions that they would otherwise carry out in-store.
- High mobile loyalty due to Mobile Order & Pay use remains a major driver for the growth of the company. The firm worked hard at developing its digital strategy, optimizing the user experience of its mobile app to reduce friction and increase traffic for those who use the app to make purchases.

Reasons to buy

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Table of Contents
About this research
Summary: Starbucks Mobile Order & Pay
What?
Why?
Take-out
Appendix

SECONDARY RESEARCH
Secondary Research Information is collected from a number of publicly available as well as paid databases. Public sources involve publications by different associations and governments, annual reports and statements of companies, white papers and research publications by recognized industry experts and renowned academia etc. Paid data sources include third party authentic industry databases.

PRIMARY RESEARCH
Once data collection is done through secondary research, primary interviews are conducted with different stakeholders across the value chain like manufacturers, distributors, ingredient/input suppliers, end customers and other key opinion leaders of the industry. Primary research is used both to validate the data points obtained from secondary research and to fill in the data gaps after secondary research.

MARKET ENGINEERING
The market engineering phase involves analyzing the data collected, market breakdown and forecasting. Macroeconomic indicators and bottom-up and top-down approaches are used to arrive at a complete set of data points that give way to valuable qualitative and quantitative insights. Each data point is verified by the process of data triangulation to validate the numbers and arrive at close estimates.

EXPERT VALIDATION
The market engineered data is verified and validated by a number of experts, both in-house and external.

REPORT WRITING/ PRESENTATION
After the data is curated by the mentioned highly sophisticated process, the analysts begin to write the report. Garnering insights from data and forecasts, insights are drawn to visualize the entire ecosystem in a single report.

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