Starbucks is reportedly planning to open a concept store at its Seattle headquarters as it tests how to best serve mobile-oriented customers. This new Reserve store will be dedicated to mobile orders, meaning customers will place their orders and pay in advance via the Starbucks app and then pick up their purchases at the store. A second Reserve store is set to open in Chicago later this year.
What Brands Need To Do
This new store concept makes perfect sense for Starbucks given the success of its mobile app. In 2016, an average 7 million Starbucks customers ordered through the mobile app every month. Its massive popularity can be largely attributed to the seamless integration of Starbucks loyalty program in the mobile order and payment app. This new store format should help alleviate the long queues at certain stores at peak hours by routing the mobile orders to a Reserve pickup station nearby, therefore serving the convenience-focused customers without compromising the in-store experience. More QSR and retail brands need to learn a thing or two from this Starbucks initiative and consider how to design a mobile-first store experience.