Matt Ryan Gerri Martin- executive vice president ...
Matt Ryan
executive vice president, global chief strategy officer
Gerri MartinFlickinger
chief technology officer
Drivers of growth
PARTNERS
PRODUCTS
STORE PORTFOLIOS
DIGITAL
Components of Starbucks Digital Flywheel
Rewards
The most compelling rewards program with
everyday relevance
Payment
The easiest, most sensible ways to pay at Starbucks
and beyond
STARBUCKS DIGITAL
FLYWHEEL
Personalization
Offers, communications and service tailored to individual customers
Ordering
The fastest, and most convenient way to order
Growth of the Starbucks Digital Flywheel
% OF U.S. COMPANY OPERATED SALES 40%
30%
20%
10%
0%
FY13
FY16
# OF ACTIVE U.S. STARBUCKS REWARDS MEMBERS
NON-STARBUCKS REWARDS CARD SPEND
PHYSICAL CARD STARBUCKS REWARDS SPEND
NON-MOBILE ORDER & PAY MOBILE PAYMENT
MOBILE ORDER & PAY
5M
Q1 FY13
12M
Q4 FY16
Opportunity for much more growth via digital
CURRENT CUSTOMERS
DIGITAL FLYWHEEL U.S. CUSTOMERS PAST 30 DAYS, AS OF OCTOBER 2016
2.5M MOBILE ORDER
& PAY MEMBERS
1/3 MOBILE PAYING CUSTOMERS
MOBILE PAYING MEMBERS
8M 2/3 MOBILE PAYING CUSTOMERS
12M STARBUCKS REWARDS ACTIVE MEMBERS
1/6 ALL CUSTOMERS
75M ALL CUSTOMERS
TOTAL ADDRESSABLE
~150M AWAY FROM HOME
COFFEE/TEA MARKET
Incrementality by customer type
NUMBER OF ACTIVE U.S. MEMBERS BY SPEND LEVEL (%)
100%
HIGH-SPEND
HIGH-SPEND
SPEND LIFT AFTER JOINING REWARDS
>20%
MEDIUM-SPEND
MEDIUM-SPEND
>30%
LOWER-SPEND MEMBERS
FY13
LOWER-SPEND MEMBERS
FY16
>70%
Source: 2016 Argus Credit / Debit card analysis
Focus on driving acquisition and activation
Opportunity in increasing awareness
Making sign-up available in store
~60%
CURRENT AWARENESS
In-store REGISTRATION
Real-time actions to drive adding balance and first transaction
Dynamic & actionable
ON-BOARDING
40%
OPPORTUNITY
Benefits of a spend based program
Customers
Fairer based on spend Rewards for bigger purchases
Starbucks
Encourages transaction AND ticket Enables "Stars Everywhere" partnerships Creates greater marketing flexibility Stopped transaction splitting
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