Activation Commerciale

(Author : Robert Williams)
Walmart, the biggest discount chain in the U.S. with more than 4,600 stores, added a feature to its mobile payment application to let people immediately start using store branded credit cards, according to a blog post by the company.

Walmart updates app for fast store credit access

The Walmart Pay electronic wallet now gives nearly instant access to Walmart credit cards at all store locations and online after customers are approved — even before a plastic card arrives by mail. Walmart Pay works with any iOS or Android device in stores and with any credit, debit, prepaid or Walmart gift card that users upload to the mobile app. The Bentonville, Arkansas-based company cited a study that found that Walmart Pay is the third-most frequently used mobile wallet in the U.S., behind Samsung Pay and Apple Pay, but ahead of Android Pay.

The company rolled out its mobile pay app in early 2016. Walmart’s credit cards offer 3% cash back on online purchases, 2% on purchases from Murphy USA and Walmart gas stations and 1% cash back on all other purchases.

Walmart is embracing the ways in which today’s consumers want to shop, expanding beyond its focus on squeezing out distribution costs in an effort to offer low prices. That strategy worked for more than 30 years, but other retailers are demonstrating that shoppers don’t have to waste time roaming endless aisles in search of deals, a key part of how Walmart transformed the cost structure of retailing.

Walmart Pay’s new ability to offer instant credit cards comes as analysts and studies say more incentives are needed to boost the usage of mobile wallets. A survey in March found that consumers who were offered incentives use mobile payments inside stores an average of 4.6x in a one-week period compared with 3.1x for people who didn’t receive those incentives. Incentivized in-app purchases were greater at 4x a week, compared with 2.4x without them, according to the study by Auriemma Consulting Group. Mobile pay users, according to the study, are a “highly covetable demographic,” consisting mostly of employed, affluent and college-educated consumers.

For Walmart, coupling its branded credit card with its payment app is likely to provide the retailer with valuable data about its most loyal customers so that it can optimize its marketing efforts to them. 

This latest move exemplifies Walmart’s push for a more convenient shopping experience — like adding in-store pickup and free shipping on many items. Now, customers can access funds almost instantly without the hassle of waiting for a card in the mail. This feature seeks to meet consumers where they already are and offer a seamless payment process that will likely save customers time.

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(Author : Josh Constine)
Warby Parker wants to get you the right prescription glasses without forcing you to get an in-person eye test. It’s now testing its new Prescription Check app that uses your phone and computer in tandem to administer a 20-minute series of eye tests, which are then reviewed by a doctor who makes the final call on your prescription.

Warby Parker’s Prescription Check app lets you skip the eye doctor

This could let Warby Parker sell people prescription glasses on impulse rather than hoping customers come back once they get their prescription the old-fashioned way. For now, Warby Parker says only people between the ages of 18 and 40 in California, Florida, New York and Virginia who already have Warby Parker glasses are eligible for the test. And initially Warby Parker will only confirm that someone’s existing prescription is still right, before allowing the app to give users updated prescriptions in the future.

Eventually Warby Parker could roll out Prescription Check more widely to let new customers from a wider range of places get hooked up. Though one important thing to note is that Warby Parker stresses that people still need regular eye exams to check for medical conditions, so you can’t ditch the eye doctor entirely. Inc. mentioned the new feature in a profile of the startup yesterday.

Without Prescription Check, Warby Parker users had to either find a doctor on their own to get a prescription, or come in to one of the startup’s roughly 50 retail locations that are mostly just in big cities. Prescription Check’s technology works extremely similarly to startup Opternative, which has raised $9.5 million and been doing online eye tests since 2014. However, it’s met regulatory pushback from optometrist and ophthalmologist organizations trying to protect their in-store eye test businesses.

The Prescription Check test sees users stand back from their computer screen that displays the vision tests while reading instructions off the phone they’re holding. The phone’s camera can measure a credit card placed in the corner of the computer screen to determine the distance and screen size so the tests are configured properly.

A source says that Warby Parker has been working on the Prescription Check idea for a long time and considered both building and buying the necessary technology. Now Warby Parker appears to have built it on its own. “We’ve been exploring vision technology for a long time” a Warby Parker spokesperson tells me. “We weren’t able to find existing technology with a user experience that met our standards so we decided to build it ourselves.” Specifically, Warby Parker has patented a way to measure the distance to your screen with your phone’s camera rather than having to measure with your feet or another way like Opternative does.

With Warby Parker already focused on sales over the internet, the Prescription Check app and technology could give it another edge over retail stores. The whole point of e-commerce is to take away the hassle, and few things are more disruptive to an online shopping experience than having to make a doctor’s appointment first.

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(Author : Dan O’Shea)
Lowe’s has announced its latest Lowe’s Vision mobile app, which leverages Google’s Tango augmented reality technology on the Lenovo Phab 2 Pro, the first smartphone enabled with Tango, to help customers with in-home design needs, according to Lowe’s Innovation Labs.

Lowe's unveils augmented reality app for in-home projects

“The Lowe’s Vision app enables customers to easily measure any room in their home with the touch of a finger, and style it with virtual Lowe’s products in real-time through augmented reality,” according to a statement on the Lowe’s Innovation Lab’s website. “This is a big step forward into our vision for how customers will use these technologies to design, build and enjoy their homes, from the comfort of home.” This latest mobile app comes on the heels of the March unveiling of the Lowe’s Vision: In-Store Navigation app, which is intended primarily for in-store navigation, product search and related in-store shopping functions.

Dive Insight
A video on the Lowe’s Innovation Labs page explains the Phab 2 Pro with Tango technology has multiple cameras that allow app users to create 3-D experiences that show a highly realistic view of how a re-imagined living space will look. That really is the name of the game here, as there is no point in putting augmented reality technology into this sort of mobile app unless it is going to virtually imitate the experience of seeing the products in the customer’s actual home.

Lowe’s has been aggressively developing new technologies, and this isn’t its first augmented reality solution. In fact, just a few months ago Lowe’s announced a Vision app leveraging Tango, but that app was targeted more at in-store navigation and needs.

This app is targeted for use outside of the physical Lowe’s store, and while it’s not described as a mobile shopping app, that’s really what it is. It’s also much more advanced than most mobile shopping apps, allowing users to drop a new stove into a space in their kitchen where the old stove still sits. That’s about as close as you can get to buying the thing, having it delivered, installing it and seen it in the space — except the app takes all the nervousness, risk and mystery out of the equation. If shoppers don’t like how it looks in the app, they can drop in an image of a different stove.

The only negative here is the fact that a lot of people who might want to use the app don’t have the Phab 2 Pro smartphone. Tango is a pretty impressive 3-D technology with a lot of potential uses, and Google is sure to work hard to get it into more devices. (The upcoming Asus ZenFone AR actually looks to have some pretty major implications for retail.) For Lowe’s shoppers, wider availability of this particular app, regardless of device, can’t come soon enough.

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(Author : Caroline Baldwin)
Waitrose is testing an app which inspires customers with recipes ideas as well as generating a shopping list of ingredients.

Waitrose prototypes recipe inspiration app

Waitrose is developing a recipe inspiration app linked to loyalty card data which can alert customers to grocery items they have bought recently. Using content created by the grocer’s Waitrose Kitchen magazine over the years, the app will provide customers with meal suggestions. Customers can filter recipes by main ingredient, cooking time and how difficult the meal is to cook.

Speaking at RBTE 2017, Matt Clifton, head of customer experience at Waitrose, said: “Something like 40% of us don’t now what we’re going to eat tonight by 4pm, that drives people to the store who want to get in and get out quickly, but not knowing what they are going to buy.”

Clifton described how the prototype app provides visual images as well as information such as what cooking utensils are needed to make the dish. The app can also generate a shopping list so customers can remember which ingredients to buy when they visit the store.

“But what’s really clever is it also offers up information, such as ‘you’ve got curry powder here, but we know you bought that three days ago so you don’t need to buy it again’,” explained Clifton. “You might think that isn’t sensible as we want to drive sales, but people value that and come back to us.”

The app has already been tested on a select number of customers for a couple of weeks in two London stores, and the grocer is now evaluating whether to roll it out widely. If rolled out, Clifton said the recipe inspiration offering would be part of the wider MyWaitrose app. “We want to build it all in one capability,” he said. “And we don’t want it just for in-store online.” Clifton said the prototype has been designed so customers can choose how they want to have it fulfilled.

“We know Sainsbury’s are doing very similar things and we’re not claiming this to be revolutionary,” he said, noting how it’s the right thing to do in order to give customers choice to maintain sales and profitability.

He also said Waitrose is looking at how to combine shopping lists from multiple MyWaitrose members living under one roof so online shopping lists can be shared.

“Rather than having multiple lists, we can link the MyWaitrose accounts and all those people can see the same list,” explained Clifton. “It saves the texts I frequently get which say: ‘don’t forge to pick up bananas’ and I have to go home and fess up.” These lists will also inform the customer if they’ve purchase an item recently, reminding them they don’t really need to buy it.

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(Auteur : Laurence Faguer)
Vous voyez quelque chose que vous aimez ? Pas besoin d’attendre. En lançant sa première application mobile destinée à sa clientèle européenne, Tommy Hilfiger reste fidèle à sa ligne directrice : faciliter l’achat immédiat du vêtement de vos rêves (qu’il soit vu sur un podium, sur Instagram, en magasin ou partout ailleurs dans le monde).

Tommy Hilfiger unveils European mobile app

Tommy Hilfiger (dont les ventes ont augmenté de 7% en Europe en 2016), est l’un des stylistes à miser sur l’achat immédiat (see-now-buy-now) lors de ses défiles, offrant à ses clients la possibilité d’acheter les vêtements dès leur présentation sur le podium.

Sa stratégie mobile suit cette même approche « direct-to-consumer », que le client soit loin ou dans le magasin. Conçue avec PredictSpring et lancée dans 17 pays en 4 langues, l’application mobile européenne mixe Contenus (dont un flux vidéo en streaming présentant Gigi Hadid, égérie de la marque) et Commerce, avec à peu près tout ce qui se fait de mieux en matière de fonctionnalités « services connectés ».

On remarquera particulièrement :

Shop-the-Look dans Instagram – Les porteurs de l’appli peuvent désormais parcourir dans celle-ci le flux du compte Instagram de Tommy Hilfiger, et acheter instantanément le vêtement au moyen du « buy button ». En terme de gratification immédiate, on ne fait guère mieux. De là à voir l’appli court-circuiter les achats faits traditionnellement sur le site web, il n’y a qu’un pas.

Pour Avery Baker, chief brand officer deTommy Hilfiger, l’objectif de l’appli est clairement de rendre accessible chaque ‘look” à tous leurs clients dans le monde – que ces vêtements soient présentés par la marque lors d’un défilé, ou par des clients sur leur compte Instagram. « Nos réseaux sociaux amplifient la dynamique de chacun de nos défilés, en racontant des histoires autour de nos vêtements . Nous voulons porter ce contenu à un niveau supérieur encore, en proposant dans notre appli l’’achat immédiat”. L’intégration de la carte de fidélité – Les membres du Hilfiger Club peuvent accéder à leur compte fidélité dans l’appli et bénéficier de deux avantages immédiats :

En magasin, transformer leurs points acquis en une réduction immédiate sur leurs achats (impact évident sur les ventes du magasin, s’il devait encore devoir trouver un intérêt pour pousser l’usage de l’appli mobile lorsque le client est dans le magasin physique).

Ces membres reçoivent des messages personnalisés, promotions et invitations à des évènements online ou magasin. La marque joue ici sur du velours : on connait l’engouement que suscitent les défilés Tommy Hilfiger, comme en février dernier à Venice Beach.

Disponibilité en temps réel d’un article en magasin – Les porteurs de l’appli peuvent rapidement vérifier la disponibilité d’un article en scannant l’étiquette (ou sa disponibilité dans d’autres tailles, d’autres couleurs), et le commander directement dans l’appli, si le produit est manquant en magasin ou s’ils souhaitent ressortir les bras déchargés de tout paquet. Deux freins en moins levés pour augmenter les ventes.

Services in-store personnalisés : A l’entrée du magasin, les possesseurs de l’appli qui ont opté pour ce service reçoivent une notification leur proposant d’accéder au contenu de leur wishlist ou à leur historique d’achat.

Cet enjeu de continuité Online > Magasin est très important pour les enseignes, comme l’expliquait en novembre dernier Grégoire Baret, Directeur Général pour le Groupe ALDO, en charge de l’expérience omni-canal, à l’ouverture du nouveau « magasin connecté » dans le Westfield de New York : “faire en sorte que le consommateur ne perde pas tout ce travail de préparation fait avant la visite magasin.

Avec cette appli, Tommy Hilfiger répond à la manière dont la génération des digitale native considère mobile et réseaux sociaux : une porte d’entrée vers leurs marques préférées, à la fois source d’inspiration et lieu d’achat, loin ou dans le magasin.

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(Author : Dan O’Shea)
Tommy Hilfiger has partnered with mobile commerce enabler PredictSpring to build and launch the lifestyle brand’s first mobile app targeting the European market, according to a press release.

Tommy Hilfiger unveils European mobile app

The app caters to consumers in 17 countries and supports four languages, offering users the ability to, among other things, shop looks directly from the brand’s Instagram feed, including looks from the TommyxGigi capsule collection. A “buy button” encourages purchases and makes checkout fast, simple and secure, the companies said.

The app is also the first to integrate the Hilfiger Club loyalty program, allowing members to log-in to their loyalty accounts via the app and receive personalized messages, promotions and event invitations. Consumers also have immediate access to loyalty rewards.

Dive Insight:
In addition to the shopping and loyalty features mentioned, the app offers a couple of other notable features. One is in-store item scanning, which allows app users to scan tags in-store to check product availability and order items directly through the app. In the age of omnichannel, this is becoming a fairly essential capability, giving the customer the power to check inventory availability beyond the confines of the store’s walls. It might sound counterintuitive to keeping a customer in the store, but it could be key to keeping them as a customer.

Another feature of the app is enhanced personalization. Under this capability, consumers receive push and geo-fence notifications, allowing them to access wishlists, purchase history and a store locator feature within the app. Again, these sorts of functions are significant to helping customers feel that a desktop shopping experience and a mobile shopping experience don’t have to be very different.

Meanwhile, this is another big win for PredictSpring, a company started just a couple of years ago by a former Google executive that has very quickly built a reputation as a builder of mobile commerce experiences and apps for some of the biggest names in fashion apparel. Tommy Hilfiger joins a list that also include Charlotte Russe, whose mobile app just last month exploded past one million downloads, and Cole Haan, which like Hilfiger, used PredictSpring’s technology to help it crank out sales via Instagram images.

The fashion retail market continues to be incredibly turbulent, so feature-rich, highly functional mobile apps are going to be increasingly important for both retailers and the global brand names that want to make sure they can stay in front of customers no matter what happens next.

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(Auteur : B. Merlaud)
L’orientation vers le bien manger est “la” figure imposée du commerce de la fin des années 2010. Pour jouer sa partition en se distinguant de la concurrence, Auchan mise sur une appli de conseils nutritionnels intégrant l’historique d’achat des clients. Un gros volet d’accompagnement (y compris personnel) est aussi prévu pour les collaborateurs.

Auchan va jouer les coachs nutritionnels

Le distributeur se plaît à croire qu’il tient là “une innovation mondiale”. Et c’est bien possible. L’application mobile, mystérieusement appelée “la vie en bleu”, sera lancée en juillet 2017 dans les différents pays du groupe. Co-développée avec deux start-up françaises, elle est actuellement testée en France, en Hongrie, en Espagne et à Taïwan.

Sur la base des achats réalisés dans l’enseigne, connus via le compte de fidélité, l’application jouera le rôle d’un coach santé embarqué. Les clients les plus motivés pourront évaluer leurs habitudes de consommation et trouveront des solutions pour améliorer le profil nutritionnel de leurs paniers. En fonction de leurs objectifs ou de leurs allergies, ils pourront en outre se faire guider en composant des listes de courses sur l’appli.

Comme la concurrence, Auchan fait aussi valoir un chantier de longue haleine visant à améliorer le profil de ses MDD. “Mais on n’y va pas avec nos habitudes du passé, lance Wilhelm Hubner, le directeur général d’Auchan Retail (et aussi président du directoire d’Auchan Holding). Dans chaque pays, nous avons constitué des collèges d’experts et de scientifiques, pour nous challenger dans nos démarches.”

Toute l’offre MDD du groupe est passée au crible. Pour l’alimentaire, le scan sera bouclé fin mai. Le tour du non-alimentaire viendra au second semestre. A la clé, si nécessaire, les cahiers des charges des produits seront remis en cause.

“Le positionnement des MDD n’est plus de faire comme le leader 20% moins cher, poursuit le dirigeant. On est bien dans la conception de produits, qui doivent vivre leur vie, avec leur qualité comme première promesse. Même si on conserve bien sûr des garde-fous sur le prix, qui vient en second.”

Les filières agricoles, dans le même temps, vont continuer de se développer. 100 nouvelles signatures par an sont annoncées à l’échelle du groupe. Les plus nombreuses viendront des pays “jeunes” d’Auchan mais en France, par exemple, des filières sur la fraise, la courgette, le surimi, le poulet ou le pain bio feront leur apparition cette année.

La promo, enfin, devra jouer son rôle dans l’incitation à mieux consommer. “Peut-être qu’on ne poussera plus de façon intempestive des catégories comme les sodas, image Wilhelm Hubner. Ce sera aux patrons des formats, par pays, d’en décider. Mais ces catégories ne disparaîtront pas de nos rayons. Notre histoire, c’est la liberté, le choix offert au client. Nous allons davantage jouer un rôle pédagogique.”

Bilans de santé gratuits
Dans son plan à 2025 pour “changer la vie”, Auchan se tourne aussi, en interne, vers ses collaborateurs. A partir de cette année, dans les douze pays du groupe, tous les salariés de plus de 40 ans pourront bénéficier d’un bilan de santé gratuit tous les trois ans. Selon les pays, des assurances santé seront financées et même des prêts à taux zéro pour les frais non pris en charge par les mutuelles. Des médecins, diététiciens, coaches sportifs dispenseront leurs conseils aux collaborateurs, des séances de “réveil musculaire” seront organisées dans les entrepôts, etc.

Un plan de formation, enfin, appuyé par une plate-forme en ligne à partir de juin, doit permettre aux salariés de prendre soin d’eux autant que des clients.

“On a des sujets de fierté dans l’entreprise, conclut Wilhelm Hubner. L’actionnariat salarié en est un. Notre démarche militante pour le bon, le sain et le local en sera un autre, parce qu’il redonnera encore plus de sens au métier de commerçant.”

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(Auteur : Juliette Raynal)
Pour AccorHotels, les hôtels ne sont plus uniquement des lieux d’hébergement. Le géant de l’hôtellerie veut capitaliser sur ses actifs immobiliers sous exploités pour se diversifier. Il vient de lancer une application mobile qui permet aux résidents de profiter des petits commerçants d’un quartier même en dehors des horaires d’ouverture.

Avec son app AccorLocal, AccorHotel ne vise plus les touristes mais les voisins de ses hôtels

Chahuté par le succès mondial d’Airbnb d’un côté et par l’hyperchoix proposé par Booking de l’autre, le géant de l’hôtellerie AccorHotels cherche à se réinventer. Cette mue se traduit par une stratégie axée sur le mobile et l’expérience client, mais aussi par une diversification inattendue, qui consiste à replacer les hôtels au centre de la vie de quartier. “Il s’agit de notre verticale locale”, confie Romain Roulleau, le directeur e-commerce du groupe, rencontré lors du salon One to One, qui se tenait fin mars 2017 à Monaco.

Première illustration de cette diversification : le lancement (très discret), en mars dernier, de l’application mobile AccorLocal. “Cette application n’est pas destinée aux touristes et voyageurs d’affaires, mais aux habitants d’un quartier”, précise d’emblée Romain Roulleau. Développée par la conciergerie John Paul, rachetée en juillet dernier pour un montant non dévoilé, l’application propose aux résidents de profiter des petits commerçants d’un quartier même en dehors des horaires d’ouverture. “L’hôtel est ouvert 24h/24 et 7j/7 et pourtant il est complètement déconnecté de la vie de quartier, il est comme dans une bulle”, explique Romain Roulleau. “Ce sont (les hôtels, ndlr) des lieux physiques de taille conséquente devant lesquels les habitants passent tous les jours sans jamais y mettre les pieds. Or, les collaborateurs (de l’hôtel, ndlr) sont là et peuvent apporter un certain nombre de services à destination du voisinage”, poursuit-il.

Dans les faits, la première version de l’application a été déployée autour de huit hôtels parisiens (Novotel Paris Vaugirard Montparnasse, Ibis Paris Tour Eiffel Cambronne, Ibis Paris Montmartre, Ibis Styles Paris Gare de l’Est, Ibis Paris Bastille Opéra, Novotel Paris Gare de Lyon, Pullman Paris Centre-Bercy et Novotel Paris La Défense). Elle propose aux habitants des quartiers concernés différents services comme la possibilité de commander un bouquet de fleurs et de le récupérer à la réception de l’hôtel au moment le plus adapté, même tard dans la soirée, ou encore la possibilité de laisser des vêtements tôt le matin pour que l’hôtel se charge de les amener au pressing. “On peut aussi imaginer que des parents qui aient besoin de faire garder leurs enfants, les confient au personnel de l’hôtel, puis les récupèrent à leur retour. Nous avons du personnel qui est présent mais qui n’est pas occupé tout le temps”, argue Romain Roulleau.

Pour l’heure, il s’agit d’un projet pilote et le directeur e-commerce explique que le groupe est en phase de “test and learn”. Mais le développement de cette application n’est qu’un exemple parmi d’autres du virage qu’entame le groupe du CAC40. AccorHotels est récemment entré au capital de la microchaîne d’hôtels allemande 25hours. L’un des hôtels, situé à Berlin, est un lieu de destination de nombreuses personnes qui n’y dorment pas forcément, raconte Romain Roulleau. “Les hôtels ne sont plus uniquement des lieux d’hébergement. Il faut avoir les outils digitaux qui correspondent à ces lieux d’échange et de vie”, conclut-il.

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(Author :  Sarah Perez)
Amazon this morning announced the launch of Amazon Cash, a new service that allows consumers to add cash to their balance by showing a barcode at a participating retailer, then having the cash applied immediately to their online Amazon account. The service will support adding any amount between $15 and $500 in a single transaction, Amazon says.

Amazon launches Amazon Cash, a way to shop its site without a bank card

Amazon Cash will be available at brick-and-mortar retailers across the U.S., including CVS Pharmacy, Speedway, Sheetz, Kum & Go, D&W Fresh Market, Family Fare Supermarkets, and VG’s Grocery. Other stores will be added in the future.

The service is not all that different from a similar effort by PayPal, whose PayPal My Cash Card lets you add funds to your online PayPal account, using cash from your wallet. It also has a barcode-only service, powered by Green Dot.

Like PayPal, Amazon Cash is also meant to appeal to the same general demographic who may not yet be shopping online – those who get paid in cash, don’t have a bank account or debit card, and who don’t use credit cards. This “cash customer” (the unbanked or “underbanked) accounts for around 27 percent of consumers, said a 2015 report from the FDIC.

While they may have money to spend online at times, there isn’t an easy way to do so. Until today, they would have to buy an Amazon Gift Card in a designated amount or add cash to prepaid payment cards, to be used at checkout. More broadly, the service could appeal to anyone who just wants to deposit some cash in their account, without hassle.

The advantage to Amazon Cash is that, as soon as you checkout at the register, the funds are available in the customer’s Amazon account. There are also no fees – something that can’t be said of all the prepaid cards on the market.

However, Amazon isn’t selling “Amazon Cash”-branded Gift Cards at stores – instead, customers visit from web or mobile, or search for “amazon cash” in the Amazon mobile app to access their Amazon Cash barcode. They can also navigate to “Manage Gift Card” balance to find the Amazon Cash barcode, as it’s effectively connected Amazon’s gift card functionality.

That same barcode can be reused any time the customer wants to add more cash to their Amazon account. It can also be added to your Wallet app on iOS or as a homescreen shortcut on Android.

To use the service, customers show their barcode to the cashier, and tell them how much cash they want to apply to their account. The cashier then scans the barcode and the customer pays with their cash. (If the customer doesn’t have a smartphone, they can print out the barcode at home and bring that paper to the store instead. This is also suggested for those who have cracked screens on their phones.)

The funds are available instantly and can be used anywhere on Amazon’s site. Customers are alerted to this via a notification sent to their email or registered phone number with Amazon – or, if the mobile app is installed, it will be sent as a push notification. Amazon Cash is launching now in the U.S.

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(Author : Darrell Etherington)
Starbucks introduced its mobile ordering system in 2015, and it’s been a victim of its own success in some ways.

Starbucks is going to try out a mobile order-only store

Customers at popular spots are eager to use the mobile ordering system to choose their selection and pay in advance, in the hopes of avoiding a line – but they’re having to wait anyway, thanks to a virtual queue that’s as large or larger than the real one, depending on the spot. Now, it’s looking for ways to make mobile ordering work better, and in pursuit of that goal it’s going to trial a location that exclusively serves mobile order customers, within its own Seattle HQ.

The location will go mobile-only starting next week, Reuters reports, turning one of the Seattle-based company’s two internal cafes into a dedicated mobile order and pay location. All mobile orders from building employees, which include 5,000 people, will be routed to the new location, and it’ll feature a different design, with a prominent pick-up window that also offers a view to baristas preparing the orders, according to the report.

Starbucks added the order ahead and pick-up option to its app across the U.S. in September, 2015, and it’s been a popular feature among users since. The feature allows users to browse the Starbucks menu within the app, select a location, and pay for their order ahead of time, receiving an estimate about when it’ll be ready to pick up. Depending on the location, the order will then be left at a designated pick-up location, or called out by a barista for pick-up like orders made in-store.

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