Dear Starbucks, please give us a NFC Starbucks rewards card

The Starbuck app server was down this morning. Fortunately my daily Starbucks has Suica payments and the staff kindly stamped customer receipts so everybody could get the Starbucks Card refill discount. I posted a silly throwaway tweet about it but received some thoughtful reader feedback that put things in perspective.

On the surface it’s true that Apple controls Wallet NFC card access with PassKit NCF Certificates. However, the Mobile Starbucks Card for Osaifu Keitai came out in March 2014, two years before FeliCa made it into iPhone 7. The mobile card was put out by Starbucks Japan which was not majority owned by Starbucks USA. USA corporate bought out the Japanese business partner at the end of 2014 and brought it under full control. Up until then Starbucks Japan stock was a popular item for the free coffee ticket goodies that came with it. The food was better too. Mobile Starbucks is a relic that will likely be ditched at some point, like the free coffee tickets and good food.

Starbucks USA has never shown any real interest in creating a NFC rewards card. They chose the barcode app route that supports direct bank card registration and recharge. Eventually they added in-app Apple Pay and Google Pay support. Silly market analysts announced that Starbucks app was ‘bigger than Apple Pay’, until they decided that Apple Pay was bigger than apps after all.

Starbucks has put real effort into protecting staff and customers during the COVID crisis. It’s an amazing effort that doesn’t get much attention. Despite this, physical Starbucks Cards are still mag strip cards handed over to staff and swiped at checkout. If Starbucks put out a digital wallet Starbucks Card, how should they do it?

The easiest way on iOS would be an Apple VAS NFC contactless pass. In Japan this is what PONTA and d POINT cards are. Apple VAS is NFC A but it works in combination with any Apple Pay payment protocol, EMV, FeliCa, PBOC, etc. Smart Tap is a similar rewards card NFC method for Google Pay.

This is what customers get when they pay with ‘Apple Pay’ on the Lawsons JP POS system: the reader polls the Wallet default payment card and rewards card, the payment transaction occurs and points are automatically added to the rewards card.

This flexible ‘2 in 1’ contactless payment + rewards package would be very nice to have with Starbucks Card. For app users it would eliminates the ‘open app, pull up barcode, make sure card has enough balance’ nonsense that happens far too often and is easily thwarted by a weak WiFi signal. It would also reduce handling physical cards at checkout.

Unfortunately this requires a POS system that supports NFC contactless, and Starbucks in Japan only supports popular contactless payment cards like Suica and PASMO when the store location is in a station retail area. Starbucks has demonstrated a lot of forward looking business sense in the COVID era so far. I hope they rethink their Japanese POS strategy and incorporate contactless payments and reward cards as standard at all store locations.

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The Self Checkout Barcode Reader Dilemma

Reach out and touch is not something we want to be doing right now. Along with wrangling face masks and Face ID iPhone Apple Pay in the Covid-19 era, we also face another hurdle: self checkout barcode readers. Any volunteers out there who like fondling public plastic? I didn’t think so.

Convenience store self checkout all have the same deal: scan with barcode reader, tap some choices on the checkout touchscreen, scan a rewards card and pay with Apple Pay Suica, etc. The stationary barcode readers at JR East station NewDays are slightly better but you still have the touchscreen to deal with.

Barcode app and plastic variety reward cards were already a pain in the ass before all the fun started and are worse now. Apple VAS and Google Pay Smart Tap for NFC contactless reward cards has been in place for some time but uptake in Japan has been slow and small. So far only 3 contactless NFC point cards exist: Docomo dPOINT, T-Point and PONTA, and only 2 places use them: LAWSON (dPOINT and PONTA) and Tsutaya (T-Point). Part of the problem is that VAS/Smart Tap support depends on 2 factors: the reader and the POS system.

Most modern NFC readers support Apple and Google protocols but POS system support is another matter. Pre-packaged POS system providers like AirPay and J-Mups that are popular with smaller merchants don’t support them yet. This means that only big retailers with deep POS development resources like LAWSON (Mitsubishi Corp group) have added NFC contactless reward card support so far.

Apple Pay Japan supports dPOINT and PONTA cards but there are subtle differences: PONTA card requires Face/Touch ID authentication, dPOINT does not. I have not fully tested dPOINT for point payment but suspect authentication is not required for getting points but required for paying with points. One hopes that with the Covid-19 crisis in full swing, retailers and card empires (JRE Card, etc.) have the incentive to provide customers with the safest contactless experience for both payments and reward cards.

dPoint card can be accessed without Face/Touch ID, PONTA requires authentication