In Mobile, Some Brands Are Their Own Worst Enemy
Sometimes, to succeed, you need to learn how to get out of your own way.
That’s certainly the case for Starbucks and Panera Bread, according to March EVP Jodi Petrie. In her new LinkedIn Pulse piece, Jodi explains how the two brands are sabotaging the success of their new mobile ordering platforms. She argues that consumer adoption of mobile payments is slow not because shoppers don’t like the technology, but because retailers are struggling to integrate mobile payments into a fast, easy, enjoyable shopping experience. As a result, they’re unable to make the most of the customers who pay via mobile.
The companies that create mobile payment technology could help solve this challenge, Jodi says. In her blog, she offers tips for how mobile tech providers can better communicate with their retail partners, giving them the tools they need to create powerful mobile-first buying experiences that customers love. You can read the full post here.
And customers really do seem to love mobile payments. Starbucks’ app receives a huge number of mobile orders, so many that its retail stores were actually unable to handle the increased volume, leading to unfulfilled orders.
Our own Content Manager Paul Davenport can speak to the draw of mobile payments. As part of our new “Digital AHA Moment” video series, he talks about how Venmo has changed payments for him.
Mobile payments is just one example of an industry that’s ready to take off, if brands could only figure out how to activate partners and customers. Many times, that just means getting out of your own way.