Who’s running the world of mobile payments? Surprise, surprise. It is neither Google nor Apple Pay. The real revolution started with a Frappuccino at Starbucks.
As eMarketer reports, 23.4 million consumers use the Starbucks mobile app to pay their coffee right inside the chain’s stores, compared to the 22 million and 11.1 million who adopted Apple and Google Pay respectively. Considering the 55 million Americans aged 14 and over eMarketer predicted will make at least one in-store payment using a mobile device in 2018, Starbucks got it covered.
What do we learn from the numbers is the food and beverage industry has been demonstrating to be a leader in the digital transformation of the retail sector, and that their customers respond extraordinarily well. Needless to say, whether you are enjoying a good meal at the table or just picking up your coffee, the option of secure, frictionless mobile payment doesn’t sound that bad. Investments in digital services within this industry are particularly successful.
If we look at the European market, a similar pattern emerges. Caligoo’s most recent collaborations for the development of a brand’s mobile app and the design of new digital services include McDonald’s, CAMST and Roadhouse, among the leading retail chains on the Italian food and beverage market. Despite the Country’s population below-than-average digital literacy and adoption levels, it was love at first sight. Roadhouse registered an impressive 67% increase in the brand’s app use after Caligoo’s digital services – such as mobile payment and seamless WiFi access – were integrated.
Facts are stubborn things.