Saturday, January 22, 2011

Starbucks Mobile Payment System is Really About Loyalty

About 20 percent of Starbucks transactions are made using a Starbucks Card, which provides users with a rewards program. Mobile payment "will extend the way our customers experience and use their Starbucks Card," says Brady Brewer, Starbucks Card and Brand Loyalty VP.

Starbucks said customers loaded $1.5 billion onto Starbucks Cards in 2010, a 21 percent jump over 2009.

In a real sense, the Starbucks mobile payment system is more about loyalty than "payments."

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