Starbucks Loyalty Program to Go Revenue Based and Adopt New Name

By Paul Riegler on 22 February 2016
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Starbucks said it would rename its My Starbucks Rewards loyalty program and move to a revenue-based model this spring.

Starting in April, the Seattle-based coffee company will reward customers for what they spend instead of the number of visits made to a Starbucks. The program name will drop the “My” and simply be called “Starbucks Rewards.”

The move was announced in an e-mail to customers Monday. The change “reflects the #1 request we heard from members: more Stars awarded based on what you buy, no matter how often you visit.,” the company said in the e-mail.

Other changes include removing the “Welcome” level so that new members will start as Green members instead. Members would receive two stars for every dollar spent and Starbucks plans to offer monthly “Double Star Days” as well. The requirements for Gold membership will jump from 30 stars to 300 and the 12 stars it took to receive a “free reward” under the current system will increase to 125, at which point members will be able to redeem the stars for anything on the menu

Once the program is launched, Starbucks will “multiply” the number of stars in members’ accounts to reflect the update.

The company said that most members will earn rewards “just as fast or faster” as in the old program, but added that, for some, “it might mean taking a little longer to get that free treat.”

(Photo: Accura Media Group)

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