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來源：CNBC
https://goo.gl/KHSB5N
Starbucks tests cashless store as more customers buy coffee with their phones
Starbucks is testing a cashless store to better understand how digital and cre
dit card payments affect customer behavior and experience.The company added 1.
4 million Starbucks Rewards members in the U.S. in the last quarter, raising i
ts total number to 14.2 million.The coffee giant is working on a way to reach
non-Rewards members in the digital arena, including making mobile order and pa
y available to all customers in March.
（美國星巴克為了要了解數位支付跟信用卡對消費行為及體驗的影響，正在無現金門市的
測試。上一季星禮程在美國增加了140萬位會員，使會員總人數來到1420萬人。除此之外
，星巴克也對非星禮程會員部份推動數位支付--在三月時會開放所有消費者，包含會員跟
非會員，都能夠利用手機點餐及付款）
Sarah Whitten | @sarahwhit10
Published 23 Hours Ago updated 19 Hours AgoCNBC.com
PLAY VIDEO
No cash, no problem. At least at one Starbucks location in Seattle.
（星巴克將在西雅圖一處門市據點測試無現金門市）
The coffee giant is testing a cashless store "just to see" how digital and cre
dit card payments affect customer behavior and experience at the restaurant.
（星巴克正在進行無現金門市的營運測試，進而瞭解行動支付及信用卡對消費行為及消費
經驗的影響）
"Thirty percent of our payments in the United States [are] done with a mobile
phone," CEO Kevin Johnson said on CNBC's "Squawk on the Street " Friday. "Over
40 percent is done with phones and Star Value cards with rewards. In China, o
ver 60 percent of our tenders come from mobile payments."
（星巴克執行長Kevin Johnson週五在CNBC的節目上表示美國星巴克門市有百分之三十的
交易是來自行動支付，行動支付及隨行卡交易更佔了營收超過百分之四十。在中國星巴克
，行動支付則佔了營收超過百分之六十）
As more and more Starbucks customers pay for their coffees with their phones,t
he company must work to accommodate this behavior and leverage mobile ordering
and digital marketing to increase the number of times consumers visit the cof
fee shop.
Starbucks said it added 1.4 million Starbucks Rewards members in the U.S. in t
he last quarter, raising its total number of members to 14.2 million.
（星巴克表示星禮程上一季在美國增加140萬位會員，總人數來到1420萬人）
Starbucks isn't the only company to be testing out cashless locations. In Octo
ber, Shake Shack announced that it was building a cashless, kiosk-only locatio
n in New York City to test out a variety of digital innovations and ways of co
nnecting with its consumers.
（星巴克並非第一間測試無現金門市，先前已有其他業者在紐約進行過無現金門市測試）
The cashless location is just one piece of Starbucks' digital innovation this
year. Johnson said during an earnings call Thursday that the company is workin
g on a way to reach non-Rewards members in the digital arena, including making
mobile order and pay available to all customers in March.
（非星禮程會員也是星巴克經營的對象，在三月會推出手機點餐及支付功能）
"Virtually all of our comp came from our digital customers," Matt Ryan, global
chief strategy officer for Starbucks, said on the call. "We are going to be t
argeting not just the Starbucks Rewards customers, but all customers with ways
for them to sign up and engage with us directly. That will create a new pool
of customers that we can use our marketing capabilities to reach and talk to a
nd build business from."
（星巴克全球策略長Matt Ryan則表示星巴克的重點並非只有針對星禮程既有會員，更針
對所有消費者，希望這些行銷措施能吸引非會員加入，並與星巴克直接接觸，進而開拓新
的顧客群）
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※ 文章網址: https://www.ptt.cc/bbs/Starbucks/M.1517073049.A.EB4.html
※ 編輯: tony900735 (223.139.54.34), 01/28/2018 01:24:38