Starbucks introduces innovative cross-channel, multi-brand loyalty program

The announcement by Adam Brotman, chief digital officer, of an expansion of the company’s loyalty and rewards program, and an industry-first innovation that will enable customers to earn rewards for grocery channel purchases that can be redeemed in Starbucks retail stores and is expected to double the number of customers enrolled in the company’s programs in fiscal 2013.

Starbucks world-class My Starbucks Rewards™ loyalty program continues to resonate with customers, driving increased revenue, traffic and purchases and further differentiating Starbucks from competitors. Adam Brotman, chief digital officer, announced the exciting evolution of the My Starbucks Rewards™ loyalty program into the world’s first cross-channel, multi-brand loyalty program, reflecting further successful execution against the company’s Blueprint for Profitable Growth strategy. Key highlights of the new program:

• Beginning in May, customers will earn My Starbucks Rewards™ Stars for purchases of Starbucks packaged coffee in grocery channels. These Stars can then be redeemed for free food or beverages in Starbucks retail stores. The program is expected to be expanded to include other Starbucks products sold through grocery channels this fall.

• Integration of the Starbucks Card and My Starbucks Rewards™ loyalty program across several of its emerging brands, including Teavana. Beginning next month, registered customers who make purchases with a Starbucks Card or through the Starbucks mobile app at any of over 300 Teavana retail stores will be able to earn Stars for their purchases.

Together, Brotman reported, these new program innovations are expected to contribute towards a rapid and substantial increase in My Starbucks Rewards™ membership, from 4.5 million active members at the end of October 2012 to approximately 9 million members by the end of fiscal 2013.

Source: Webwire

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Chintan Bharwada

Chintan Bharwada is a marketing expert who specialises in customer acquisition, retention, engagement and loyalty management. Chintan is a frequent speaker to industry and professional groups. You can reach Chintan via email at chintan@loyaltyandcustomers.com.

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