Mobile devices account for more than half of all internet traffic. Having an engaging and responsive mobile experience can build brand loyalty, increase repeat business, and open up new revenue streams.
Starbucks is the world’s largest coffeehouse chain with 33,833 stores across 80 countries. In September 2002, Starbucks entered the Latin American market opening its first store in Mexico City. By 2016, there were more than 500 locations in Mexico.
Challenge
Starbucks wanted to introduce a mobile ordering capability for their customers as well as a rewards program. They approached Orion Mexico to develop this new app, to allow Starbucks to be at the forefront of technology with new forms of payment, new sales channels, and rewards. This new app would give customers a new and fast way to pay for their drinks and allow Starbucks to engage with its customers directly.
We re-engineered and developed the front end of Starbucks Rewards, the mobile app, and website, with incremental functional phases, fully integrated securely with Starbucks’s core systems and third-party vendors. The app and website were built from scratch because Starbucks did not own the original code.
Solution
Our nearshore Mobile Application Development team oversaw the project. They were able to design and develop an agile mobile architecture to ensure long-term code maintenance. We managed to consolidate a presence in Latin America using multidisciplinary work teams, which provided 24/7 support during the development of this project that evolved daily.
Parameters monitored by the application:
- Adding funds to user accounts
- Placing of delivery, pickup, and car pickup orders
- Order tracking
- Use of coupons in orders through the Starbucks apps
Key features
- Mobile Order and Pay were developed as owned takeout delivery services.
- Integration of the Gift Card functionality (sending Starbucks gift cards)
- Delivery and curbside pickup developed as new services.
Impact
The application offers a range of convenient features for customers to enhance their experience. With the app, users can easily keep track of and utilize their rewards directly from their cell phones. Whether it’s ordering food and drinks for delivery, curbside pickup, or in-store pickup, the app provides a seamless and flexible ordering process. After ordering, it keeps users informed with real-time updates by tracking the progress of orders within the app. Additionally, users have the option to gift uniquely designed gift cards for any event or occasion. All of these features have led to the application being the 4th highest-rated food and beverage app in Mexico, which is a key metric of quality and performance.
