January 17, 2014

How Starbucks balances rigor and flexibility when testing new technology


At a recent conference, Starbucks discussed how the coffee giant approaches innovation and testing through thorough omnianalytics. Five years ago the company started a testing and innovations team that is charged to enhancing the consumer experience on a constant basis.

Starbucks is one of the leaders across verticals when it comes to mobile innovation, with its loyalty and payments offerings.

According to Mr. Goedert, testing new programs like these are very important to Starbucks. Five years ago the company started a Testing and Innovations team, and this team ensures that Starbucks is enhancing the consumer experience on a constant basis.

The coffee retailer uses a three-phase process when rolling out new programs. The first phase is a small pilot test where Starbucks decides whether or not it wants to even pursue the program and continue testing.

The second phase is where the program gets rolled out on a larger scale for a complete set of analytics, and the third phase is the launch validation that tests the program exactly as it would show up when fully launched.

Get the full story at Mobile Commerce Daily

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