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Starbucks have announced that it is rolling out its loyalty and payment card on mobiles across 1020 Target and Starbuck stores in the US. This announcement comes after a successful trial in 16 stores in California and Seattle. T his mobile application, which will be available on iPhone and iPod Touch, replicates the features available on the existing plastic payment card. The application enables customers to check their card balance, view transactions and upload additional credit. It provides the same additional benefits as the existing plastic loyalty card such as free syrup and milk options as well Wi-Fi access. Customers register for their mobile loyalty card online and can then load credit using a credit card either online or through the mobile application. Payment is made via their iPhone or iPod touch using a bar code displayed on the phone that can be scanned in the same way as the bar code on the original card. Mobilize Systems, as the leading Marketing Innovator in Retail for mobile loyalty, are holders of the key technology patent in this area in the UK with the difference that their capability is available across all phone platforms including iPhones. Stefan Magnusson, CEO at Mobilize, commented "There are a number of benefits for Starbucks in the adoption of a mobile loyalty platform. The added convenience of a mobile card to the customer potentially increases footfall and loyalty. In addition substantial cost savings can be realised by replacing a plastic card with a mobile application. However the most significant benefit is that it also opens up a more intimate and immediate communications channel to the customer for future marketing campaigns and promotions."
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