Mobile ordering is expected to be a $38 billion industry within 3 years – accounting for more than 10% of fast-food sales.
However, its enormous growth is causing problems for retailers who have built apps but have neglected to examine processes required to deliver the customer experience. Some stores that have experienced high usage rates have caused long service delays (breaking the promise of what the app is suppose to solve) leaving customers frustrated – with some leaving the store.
In 2016, Starbucks disclosed that 41% of their transactions in the US and Canada were conducted using a Starbucks card, where 24% of the transactions were done with the Starbucks mobile app. In the first quarter of 2016, Starbucks customers had $1.2 Billion loaded on their cards and mobile app.
With the spectacular growth of mobile apps in the retail industry, stores must create an entirely new ordering experience both inside and outside the store. Traditional customers do not want to be disadvantaged waiting for mobile orders to be completed, and vice-versa. Starbucks is reportedly losing customers because of growing line-ups while barista’s work to complete in-store orders and mobile orders. In the spirit of experimentation, Starbucks is creating a mobile order store only (much smaller, no tables) to meet heavy demand especially in business districts.
Having too many customers should never be a problem!