Starbucks prepares to launch My Rewards in UK

Starbucks could be ready to launch its gamification-based My Starbucks Rewards programme in the UK, as part of its efforts to add value to customers’ in-store experience.

/k/w/a/Starbucksloyalty.jpg

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here