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星巴克移动支付很成功 但是复制起来恐怕很困难

据悉,Target 和Kohl's正准备在明年推出各自品牌的手机钱包,而沃尔玛已经开始全速推广Walmart Pay。移动支付市场竞争日渐白热化,那么到底如何才能在这场激战之中脱颖而出呢?

星巴克模式一直被媒体奉为零售商移动支付的成功典范,但其他零售商想要重走这条路恐怕就没那么容易了。

星巴克于3年前推出了自己的移动支付平台,目前其总交易量中有21%都来自移动支付,App用户总量高达1600万。就在不久前,星巴克还推出了“提前点单,到店取货”(order-ahead)的功能。

星巴克移动支付的成功主要有三个原因:

(1)周全的客户忠诚计划;

(2)咖啡产品品质上乘;

(3)深得回头客户青睐。

星巴克现在最大的竞争对手是Dunkin ' Donuts。虽然Dunkin也为顾客提供了一个不错的app和忠诚系统,而且我两个都用过,但是我还是更喜欢光顾星巴克。

当谈到移动支付的时候,人们常常并不大关心具体的支付机制,比如到底是用QR码、条形码还是NFC?

所以到底该怎么做才能鼓励人们使用你的移动支付产品呢?星巴克App的原理很简单,就是为人们提供了一个记录积分和优惠券的便捷方式。换句话说,这个App里只是恰巧添加了一个支付选项,有些顾客即便不进行支付也一样会使用这个App。所以说,客户对品牌的忠诚让星巴克受益匪浅。

这正是其他零售商希望实现的。

从这个角度来说,沃尔玛支付的开端还算不错。有2200万消费者正在使用沃尔玛的App,而且沃尔玛对这些消费者已经有一个详细的记录。如果可以使客户保持在沃尔玛体验中,那为什么要把他们推向如Apple Pay和Android Pay那样的第三方系统呢?

如果只看App用户数量,沃尔玛的业绩应该与Walmart Pay有一定关系。虽然沃尔玛不会马上复制星巴克的移动追踪记录,但这家企业的确会引领一种趋势。如果沃尔玛能成功为消费者提供一种新的移动钱包,那么竞争对手Target之后也会做同样的事情。如果这两个巨头都可以成功,那么其他零售商必定会紧随其后。品牌忠诚度对于零售商太重要了,而第三方手机钱包在这方面的帮助并不大。

而这种趋势对Apple Pay,Android Pay和Samsung Pay与零售商的谈判会造成什么影响还不大清楚,但是沃尔玛已经表示可以将这些第三方钱包集成到沃尔玛的支付体验中。我也认为这会成为一种趋势,比如Target就已经在其应用内添加了Apple Pay购买方式。

肯定有一个方法可以将现有的这些支付方式组合起来,而这款终极移动支付方式的出现恐怕只是时间问题。

With Target and Kohl's reportedly prepping mobile wallets for their respective brands next year and Walmart going full speed ahead with Walmart Pay, it's time to have a discussion about what these efforts need to do to succeed in the current market.

Some mainstream media reports have been quick to cite Starbucks as a model of success for retailers' mobile efforts, but it won't be that easy for those who follow this path.

We're well aware of the numbers associated with Starbucks' mobile success: The company launched its effort three years ago and mobile now accounts for 21 percent of all its transactions. Some 16 million consumers use the app. And Starbucks continues to add new bells and whistles with the recent introduction of an order-ahead feature.

But let's not forget the reasons why the Starbucks' app is successful in the first place.

Starbucks is a mobile triumph for three reasons: It has a great loyalty program; it sells an addictive product in caffeine; and the same customers visit its stores almost every day. What big-box retailer can make that claim?

Starbucks now has competition in its own vertical with Dunkin' Donuts. And make no mistake, Dunkin' offers its customers a compelling mobile app and loyalty system. I've used both, but have always been more of a Starbucks drinker and am intimately familiar with its loyalty program.

And that's the key to all of this: loyalty, which comes in many forms.

We've come to a point in the mobile experience discussion where the payment mechanism is the least of industry's concerns. Yes, there's still some debate over QR codes and barcodes vs. NFC, but what's going to trigger someone to dive into that mobile app or wallet in the first place?

Starbucks' app is really just a clever and easy way for someone to keep track of rewards and use coupons for food and drink. The app just so happens to have a payment function built into it. Starbucks' customers would use the app even if they couldn't pay with it because of their loyalty to the brand. And Starbucks benefits from their customers' brand affinity.

This is what other retailers hope to achieve.

Walmart is off to a good start in this regard. Some 22 million consumers use the retailer's app on Android and iOS devices. Walmart already has a track record with these consumers. Why push them to third-party systems such as Apple Pay and Android Pay when they can keep their customers in the Walmart experience - even when it's time to pay? Retailers want to be top-of-mind with their customers at all times, and something such as Walmart Pay will do the trick.

Based on the number of app users alone, Walmart should have some success with Walmart Pay. They won't duplicate Starbucks' mobile track record right away, but what Walmart is doing will start a trend. If Walmart can offer a mobile wallet type of experience, then a competitor such as Target can do the same. And if those two giants can succeed, others will follow. It's inevitable. Brand loyalty is too important to retailers and third-party mobile wallets don't help them achieve it.

Where this leaves Apple Pay, Android Pay and Samsung Pay in the conversation with retailers who are still holding out is anyone's guess at this point, but Walmart has said that there is a way to integrate those third-party wallets into the Walmart Pay experience. I think that's inevitable, too, and Target has already given Apple Pay its blessing for in-app purchases.

There's certainly a way for all of this to fit together in the ultimate mobile experience. All of these companies employ smart people who will figure it out - they'll have to with billions of consumer dollars at stake. It will just take some time to fit all the pieces together.


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