Starbucks sharpened its focus by moving away from mass marketing to a one-to-one focus, putting the customer at the center of its marketing efforts. Starbucks has developed a mobile marketing program that successfully blends loyalty, incentives, and commerce. The important part of the effort, from a mobile wallet and mobile payments perspective, is that Starbucks has sharply focused on incentives and loyalty to drive business results, not just the addition of a new mobile payment option.
What immediately comes to mind for many is the Starbucks store finder app. That makes it easier for consumers to find a Starbucks location.
Starbucks also has developed mobile programs that allow consumers to shop, search, and purchase through contactless payments. But Starbucks also has integrated web, app, text messaging, out-of-home, display, location-based services, in-store, and direct mail programs. Starbucks among top-10 mobile marketers of 2011