With almost 100,000 customers using it, the prepaid Starbucks Card is a massive hit in Singapore. But many customers wanted another way to reload the card, which at the time could only be done at a Starbucks outlet.
Our challenge is to provide Starbucks Card members with a convenient way to top-up their prepaid cards, and create a channel for Starbucks to engage with its target audience even when they're on the move.
Starbucks's target audience is generally young working adults. So we saw an iOS app as the most suitable platform due to the high smartphone penetration rate among that demographic. As Singaporeans love being rewarded for their purchases and like personalising the products they use, we used these two insights to create content and features that will engage them.
Based on the US version but redesigned for the local market, key features of the app include allowing users to check rewards they've earned for in-store purchases, customise and save their favourite brew, and learn about the latest promotions. The app also helps users locate their nearest Starbucks outlets, and can be used to reload their Starbucks Card too.
The Starbucks app for iPhone reached No. 1 on the iTunes app store chart on launch day with 12,000 downloads. In just six weeks, the app was downloaded 45,000 times and recorded a 95% reach among Starbucks members who use iPhones.
In addition to its popularity with users, the Starbucks app also performed well awards-wise. It won the SMARTIES APAC gold award in mCommerce and a bronze in the Relationship & CRM category, and also received 3 bronze awards at the Mob-Ex Awards 2013 for Best App/Content by Consumer Brand, Best Loyalty Marketing, and Best mCommerce Solution.