Working through the Starbucks case study sparked a memory of an article I read recently about how Starbucks is partnering with Google Assistant to offer more voice-based experiences. According to Mobile Marketer writer Robert Williams, “Starbucks is one of the first companies to use the new Google Sign-In for the Assistant, which lets users link their Google accounts to smart speakers. Starbucks customers can now sign into their Starbucks Rewards accounts and earn stars for making purchases on Assistant.”
I would assume this way of ordering would be clunky and wouldn’t really fit with Starbucks’ model, given that their main product offering is coffee made in the store, and that any merchandise through their web store would be less profitable.
Not the case! Apparently, Starbucks “saw login conversions nearly double from a previous implementation that required manual account entry, according to Google,” wrote Williams.
This is very interesting, given that logging in to a device of any kind remains such a headache. I am in love with the latest update of my iPhone’s OS because it allows me to log in to the App store and the other apps on my phone with my thumbprint. It means I don’t have to remember any passwords or iterations of passwords. So, if I was able to login with my voice, that would make for a much more painless customer experience.
And, I wonder what it means for other implementation of voice activated experiences, given that mobile voice search is the hottest trend in mobile marketing.