Starbucks starts Mexican coupon scheme
Starbucks Coffee has started a mobile-based loyalty programme in Mexico based on 2D bar-code coupons sent out in SMS messages.
The coffee retailer – which has closed 10 of its 260 Mexican outlets as a result of the swine flu outbreak – is using digital technology from UK and Ltin America-based mobile marketing company Codilink. The scheme is currently running in Guadalajara and San Luis Potosi, Mexico.
Starbucks says the scheme enables it to track users via their mobiles to learn more about its customers. The company is also looking to target younger people, and says mobile is the best way of doing that.
The retailer is claiming a 60% redemption rate for the coupons it sends out and says it will be expanding the programme to other Mexican cities.
Around 80% of Mexican consumers (76 million) have mobile phones.
Starbucks branches taking part are equipped with 2D bar code recognition software, so that employees can read the mobile coupon directly from consumers’ mobile phones at the POS.