For most brick-and-mortar businesses, the threats of technology and online sales are making business harder.Starbucks , however, has been positioning itself to use technology, especially mobile devices, to make an even better experience for its customers. The company is finding ways to use digital innovation to drive more growth.
Lower traffic at physical malls and shopping centers has been a topic during the recent holiday season, and this could have meant lower foot traffic at Starbucks stores, which are often placed in shopping areas. However, Starbucks' traffic rose 4% during the last quarter. The company's ability to continually increase traffic has helped it post net income in 2013 of $530.7 million, up from $432.4 million in 2012. Aside from increasing traffic, Starbucks is increasing customer loyalty and interaction. To do so, management is continually developing a tech-savvy strategy for Starbucks that results in a better customer experience.