Starbucks: How social, mobile deliver return on investment

“Starbucks outlined a few nuances to its digital strategy, which revolves around social networking, mobile payments and loyalty programs, and the returns on investment.

In a nutshell, Starbucks biggest returns from its digital strategy boils down to lower marketing costs and perks such as more sales velocity as customers use mobile payments and get through lines quicker.

Adam Brotman, Starbucks’ chief digital officer, outlined a bevy of impressive statistics on the company’s annual investor meeting¬†on Wednesday.”

 

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