Last November, my colleague Alicia wrote about personalized video marketing…
I’m a loyal Starbucks drinker and have been for the last few years. I don’t buy the grandé soy mocha latte, just plain old high-octane coffee. There’s no other brew that puts me on the right track in the morning. Needless to say, I have reached Gold level status and my app is always loaded with money for my java.
The other day, I went in to get my cup of Joe with my iPhone in hand. Waiting in line, I opened my Starbucks app to get ready to pay and … nothing! Would not open. Completely frozen. Now what? I shut down my phone to see if I could bring it back to life. Meanwhile, the line was building behind me. Finally I gave up, jumped out of line and ran to my car to get my wallet. My app never came back and I ended up paying for my coffee the old-fashioned way.
The moral of the story: No matter how much technology tries to streamline the way we pay by using our phones, we should always be prepared to have our wallet close by. And as marketers, we should remember that our complex, high-tech solutions won’t always work correctly, and to offer our customers options to get around these glitches.