With mobile now accounting for 14 percent of Starbucks’ sales in the United States, the company is looking for next-generation application features to keep the brand ahead of the curve.
During Starbucks’ Annual Meeting of Shareholders earlier this week, it was revealed that mobile sales have grown from 10 percent to 14 percent of the company’s total United States revenue since July last year. With the addition of new payment app features and tests, Starbucks hopes to continue to lead the pack of retailers seeing the most success with mobile.
“What we saw this holiday with the Starbucks gift card and mobile [is that] the investments that we’ve made ahead of the growth curve and the investments we’re going to make in the near term are going to put us in a very unique position we believe not only to manage through and negotiate through this seismic change, but come out on the other side as one of the big winners,” said Howard Schultz, CEO of Starbucks, Seattle at the meeting. Read More