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Starbucks' Mobile Order Surge
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Starbucks experiences a surge in mobile orders, constituting 31% of total transactions at U.S. stores, reflecting a 4% increase year-over-year. The company aims to enhance wait times accuracy and personalize orders through product search capabilities. Additionally, Starbucks has introduced new features such as personal cups, Gopuff partnership, and pickup-only stores. The company's loyalty program, with 34.3 million active members in the U.S., accounts for nearly 60% of sales at company-operated U.S. stores. Despite reporting $9.4 billion in revenue in its most recent quarter, Starbucks shares are down more than 10% in the past 12 months.
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How might Starbucks' increased reliance on mobile orders impact traditional in-store experiences and customer engagement?
In what ways could Starbucks' focus on personalization through product search capabilities influence customer preferences and brand loyalty?
What strategies could Starbucks employ to address the downward trend in its share price despite the rise in mobile orders?
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