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Starbucks South Korea integrates voice recognition ordering

Starbucks Coffee Korea Co. has launched voice recognition ordering capability in South Korea by integrating its loyalty scheme with Bixby, Samsung’s intelligent digital assistant.

The retailer – a 50/50 joint venture between Starbucks Coffee International and Shinsegae Group – has made the new service available on select Samsung Galaxy devices.

Voice recognition 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 a store.

Bixby allows My Starbucks Rewards customers in South Korea to place an order and pay through voice recognition “on command.” Consumers using the tool just have to speak as if they were talking to an in-store barista, and they can even modify their beverage to meet their personal preference – it’s an automated service that has been created to reflect a human-to-human order.

Bixby users who are not registered on the My Starbucks Rewards programme will be prompted to first enrol and then continue with their order.

S.K. Lee, CEO of Starbucks Coffee Korea, said: “We are pleased to provide our customers with more convenient ways to be rewarded for their purchases.

“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.”

Starbucks Coffee Korea is the first retailer to leverage Samsung’s Bixby to allow for end-to-end ordering and payment.

Other retailers innovating in terms of voice recognition technology for product ordering include fast food operators Dunkin Donuts and Dominos.

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