Starbucks alters rewards schemes
Coffee retailer Starbucks is to consolidate its existing loyalty programes into a new offering.
From December its two current schemes for US customers will merge into one. The Seattle-based company said it will consolidate its Starbucks Card Rewards with its Starbucks Gold Card into a new programme called My Starbucks Rewards to launch on December. 26.
The new card will give customers a free drink on their birthday, a free drink after five purchases and another free drink after 15 purchases.
Starbucks officials said the current Rewards programme, launched in April last year, has roughly 3.5 million members, and the Gold Card programme, launched in November 2008, has more than 800,000 members, though many customers are likely registered for both and guests expressed frustration about having to carry two cards.
The two current schemes have slightly different benefits. The Gold Card offers a 10% discount with every purchase but has a US$25 membership fee, while Rewards offers no discount but also requires no membership fee. It provides offers for free perks such as syrup and milk options, refills, and free WiFi.
“Our Starbucks Card Rewards and Gold Card programmes have been successful, but the more than three million members have asked us to create a simpler, easier to access program that rewards them based on their frequency,” said Terry Davenport, Starbucks’ senior VP marketing. “We believe the new My Starbucks Rewards programme, which is free at all levels, will help deepen our relationship with our most loyal customers while also encouraging more customers to join the programme.”
Members of current programmes will be automatically enrolled in the new single-card scheme in January.