31 January, 2017
Starbucks Unveils Voice Ordering
Starbucks is trialing voice ordering for some iOS users in the US, the company said during an investor relations announcement last week.
The feature, called My Starbucks Barista, will live in the Starbucks app and let customers make orders via voice command or text.
The company is also releasing a skill (voice app) for the Amazon Alexa platform that will let customers order on any Alexa-compatible device. My Starbucks Barista will be available to 1,000 US customers before a wider rollout later in 2017 for both iOS and Android users. The feature adds to Starbucks’ already impressive digital portfolio, and could help boost personal engagement digitally and anticipate customer behaviors.
Starbucks consistently pushes the envelope in terms of its mobile and digital strategy. Digital offerings have been shown to increase ticket size, traffic, and engagement with consumers. The new feature is yet another point of contact that gives the company an opportunity to further engage its consumers, making the whole process of ordering more convenient for consumers. The coffee company’s digital offerings, including its app, account for 27% of total in-store purchases at US stores.
The launch of My Starbucks Barista comes amid the growing usage and adoption of voice-first devices.