TECHNOLOGY

Starbucks debuts voice ordering in Korea with Samsung

BY Marianne Wilson

Starbucks Coffee Korea Co., a 50/50 joint venture between Starbucks Coffee International and Shinsegae Group, launched voice recognition ordering in South Korea by integrating with Bixby, Samsung’s intelligent assistant, available on select Samsung Galaxy devices. With the launch, Starbucks Coffee Korea is the first retailer to leverage Samsung’s Bixby to allow for end-to-end ordering and payment.

The features are an extension of Starbucks Siren Order, the company’s mobile order and pay technology, which allows customers in South Korea to order and pay for their purchases before arriving at their store.

“We are pleased to provide our customers with more convenient ways to be rewarded for their purchases,” said S.K. Lee, CEO, Starbucks Coffee Korea. “The launch of voice recognition ordering is a seamless addition to our innovation portfolio, creating a consistent third-place experience across digital and in-store interactions.”

Bixby allows members of Starbucks loyalty program (My Starbucks Rewards) in South Korea to place an order and pay through voice recognition “on command.” The feature allows customers to speak just as if they were talking to a barista in-store, including modifying their beverage to meet their personal preference.

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