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'AI咖啡師今年夏天上線，星巴克的“咖啡科技魂”如何練成的？'

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'咖啡,今年,夏天,上線,巴克,咖啡科技魂,如何,練成,專業,'

'專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style ) 圖片來源 : Davide DAmico Starbucks在行動裝置方面佈局得早，它的數位精神與科級魂究竟如何練出來的？ Starbucks在行動裝置方面佈局得早，早在十五年前智慧型手機尚未普及時便曾嘗試數位點餐服務，不'

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'2017-06-15 13:57:44'

'2017-06-15 14:04:02'

'103649'

''

''

''

''

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''

''

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'<div>
	<div>
		<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial; font-size: 14px;">專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style )</span><br />
		<span style="font-size:16px;"><img alt="AI咖啡師今夏上線》 總是比人快一步，星巴克的「咖啡科技魂」如何練成的？" data-resize-l="https://d1oaeulqqi12bi.cloudfront.net/data/Images/40/88/2b/eb/20d9803dbb958035e296332_1270x953.jpg?v=1497418685" data-resize-m="https://d1oaeulqqi12bi.cloudfront.net/data/Images/40/88/2b/eb/20d9803dbb958035e296332_1966x1475.jpg?v=1497418685" data-resize-s="https://d1oaeulqqi12bi.cloudfront.net/data/Images/40/88/2b/eb/20d9803dbb958035e296332_1476x1107.jpg?v=1497418685" data-resize-xl="https://d1oaeulqqi12bi.cloudfront.net/data/Images/40/88/2b/eb/20d9803dbb958035e296332_815x611.jpg?v=1497418685" src="/uploads/allimg/170615/3-1F61514030Y17.jpg" style="width: 800px; height: 600px;" /></span></div>
	<div>
		<div>
			<span style="font-size:16px;">　　圖片來源 : Davide D&#39;Amico</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:20px;"><strong>　　Starbucks在行動裝置方面佈局得早，它的數位精神與&ldquo;科級魂&rdquo;究竟如何練出來的？</strong></span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:16px;">　　Starbucks在行動裝置方面佈局得早，早在十五年前智慧型手機尚未普及時便曾嘗試數位點餐服務，不過當時是透過輸入個人代碼、設定喜愛的飲品來綁定信用卡扣款。這個餐飲業巨人在行動裝置上下足功夫，更率先於2012年創建數位長（CDO）一職，專注於行動支付及顧客忠誠計畫，運用行動裝置的力量激發顧客參與、改善支付等等，從行動裝置串連數位服務到消費體驗的關鍵策略，星巴克的數位腦、科技魂，究竟是如何練成的？</span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:20px;"><strong>　　不受市場發展狀況限制，一步步建立忠實客戶</strong></span></div>
		<div>
			&nbsp;</div>
		<div>
			<span style="font-size:16px;">　　2009年星巴克發佈第一款App，2011年時更整合行動支付功能，顧客只要在收銀臺掃描App中專屬的QR code便完成支付，通過會員卡號登錄帳戶後，還能直接完成加值。當時NFC（Near-field Communication）技術尚未廣泛應用於行動裝置，不利於推動感應式近端支付，然而星巴克並沒有因此延遲行動，而是運用較簡便的QR code搶得先機。緊接著2012年投資行動支付公司Square、2014年成爲Apple Pay第三方合作伙伴，目前全美交易額已有超過14%由行動支付完成。</span><br />
			&nbsp;</div>
	</div>
</div>
<div>
	<div>
		<span style="font-size:16px;"><img alt="AI咖啡師今夏上線》 總是比人快一步，星巴克的「咖啡科技魂」如何練成的？" data-flag="[IMG::13584,624,416::IMG]" data-resize-default="https://d1oaeulqqi12bi.cloudfront.net/data/Images/31/c1/d3/f0/c5977d66f6ccd1998a5a762_113x75.jpg?v=1497418685" data-resize-l="https://d1oaeulqqi12bi.cloudfront.net/data/Images/31/c1/d3/f0/c5977d66f6ccd1998a5a762.jpg?v=1497418685" data-resize-m="https://d1oaeulqqi12bi.cloudfront.net/data/Images/31/c1/d3/f0/c5977d66f6ccd1998a5a762.jpg?v=1497418685" data-resize-origin="https://d1oaeulqqi12bi.cloudfront.net/data/Images/31/c1/d3/f0/c5977d66f6ccd1998a5a762.jpg?v=1497418685" data-resize-s="https://d1oaeulqqi12bi.cloudfront.net/data/Images/31/c1/d3/f0/c5977d66f6ccd1998a5a762_630x420.jpg?v=1497418685" data-resize-xl="https://d1oaeulqqi12bi.cloudfront.net/data/Images/31/c1/d3/f0/c5977d66f6ccd1998a5a762.jpg?v=1497418685" src="/uploads/allimg/170615/3-1F615140315162.jpg" style="width: 624px; height: 416px;" /></span></div>
	<h4>
		&nbsp;</h4>
	<div>
		<span style="font-size:20px;"><strong>　　不只是喝喝咖啡---長期經營顧客參與</strong></span></div>
	<div>
		&nbsp;</div>
	<div>
		<span style="font-size:16px;">　　從2002年起星巴克開始大規模提供免費Wi-Fi，顧客可藉此免費閱讀《華爾街日報》、《紐約時報》等付費內容，且於iTunes上享受免費的音樂下載，手機沒電了還有免費無線充電服務，創造悠閒、無束縛的顧客體驗。此外，美國星巴克的星享卡（my Starbucks reward）會員可以透過Spotify取得店內音樂並進行評價，Spotify便以此調整門市的播放清單，付費訂閱會員則可以通過聽音樂得到星星，兌換免費咖啡。</span></div>
	<div>
		&nbsp;</div>
	<div>
		<span style="font-size:16px;">　　社羣經營方面，星巴克推出各種社羣行銷活動，在Facebook、Twitter、Pinterest等社羣平臺持續保持高話題性，更是 Facebook上第一個突破千萬讚的粉絲專頁。</span></div>
	<div>
		&nbsp;</div>
	<div>
		<span style="font-size:20px;"><strong>　　全球在地化的數位策略，融入各國喜好</strong></span></div>
	<div>
		&nbsp;</div>
	<div>
		<span style="font-size:16px;">　　中國是第一個行動裝置購物額高於電腦網購的國家，主因是社羣平臺已融入他們的日常生活，造就電商蓬勃發展。星巴克擁有微信的官方帳號，讓顧客一手掌握最新消息並促進顧客參與。一直以來不願與本土行動支付廠商合作的星巴克，於2016年與騰訊合作，讓顧客得以於2500間門市使用微信支付。此外亦於微信推出社交禮品&ldquo;用星說&rdquo;，仿效中國用戶喜愛的&ldquo;發紅包&rdquo;功能，贈送咖啡給親朋好友。</span></div>
	<div>
		<span style="font-size:16px;"><img alt="AI咖啡師今夏上線》 總是比人快一步，星巴克的「咖啡科技魂」如何練成的？" data-flag="[IMG::13583,624,512::IMG]" data-resize-default="https://d1oaeulqqi12bi.cloudfront.net/data/Images/ad/7f/e0/2e/4e8ffcd65e69f6ac4c194e0_85x75.jpg?v=1497418685" data-resize-l="https://d1oaeulqqi12bi.cloudfront.net/data/Images/ad/7f/e0/2e/4e8ffcd65e69f6ac4c194e0.jpg?v=1497418685" data-resize-m="https://d1oaeulqqi12bi.cloudfront.net/data/Images/ad/7f/e0/2e/4e8ffcd65e69f6ac4c194e0.jpg?v=1497418685" data-resize-origin="https://d1oaeulqqi12bi.cloudfront.net/data/Images/ad/7f/e0/2e/4e8ffcd65e69f6ac4c194e0.jpg?v=1497418685" data-resize-s="https://d1oaeulqqi12bi.cloudfront.net/data/Images/ad/7f/e0/2e/4e8ffcd65e69f6ac4c194e0_474x420.jpg?v=1497418685" data-resize-xl="https://d1oaeulqqi12bi.cloudfront.net/data/Images/ad/7f/e0/2e/4e8ffcd65e69f6ac4c194e0.jpg?v=1497418685" src="/uploads/allimg/170615/3-1F61514034R16.jpg" style="width: 577px; height: 512px;" /></span><br />
		&nbsp;</div>
	<h4>
		&nbsp;</h4>
	<div>
		<span style="font-size:20px;"><strong>　　持續運用新科技，AI新嘗試</strong></span></div>
	<div>
		&nbsp;</div>
	<div>
		<span style="font-size:16px;">　　星巴克持續從新科技中找尋靈感，致力於虛實整合，提供數位化時代更好的顧客體驗。2017年初於App上測試虛擬咖啡師my Starbucks barista功能，其與聊天機器人相似，顧客可使用語音或文字訊息點餐，咖啡師便透過人工智能算法分析顧客會員帳戶資訊、偏好、消費歷史，以及其他第三方資訊，提供更個人化的建議，讓顧客彷佛與真實咖啡師交流。顧客確認餐點之後也能直接以App付款，咖啡師亦會提供餐點準備就緒的時間。這服務預計2017年夏天上線，Android系統則要再稍晚一些。</span></div>
</div>
<br />
'

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