The My Rewards scheme currently operates in the US and Canada and was designed to encourage loyalty by “turning visits into rewards”. It launched in December 2009 replacing the existing payment card Starbucks offered.
It would replace the payment card system currently operated in the UK that offers free syrup and coffee shots.
My Starbucks Rewards includes a reloadable payment card and is built on gamification strategies that awards customers’ loyalty stars for purchases.
Earning more stars allows customers to progress from being a welcome level member to a gold level member, which gives additional benefits such as free drinks for every 15 stars and tailored special offers.
It also includes a mobile app and an online hub to check the account balance and rewards.
Costa, Starbucks’ major rival in the UK operates a Coffee Club, a points based loyalty scheme that gives five points for every £1 spent. Points can be redeemed against purchases in-store with one point equal to one penny.
Starbucks has also introduced its “Pick of the Week” service in the UK, which has been running in the US for a number of years, offering customers free music and iBook downloads in partnership with Apple.
Starbucks has registered My Rewards as a trademark but declined to comment on a UK launch.