Starbucks expands loyalty scheme

Starbucks is expanding its My Rewards loyalty programme by partnering with third party partners for the first time.


It is teaming up with The National History Museum to offer My Starbucks Rewards members priority booking and 2-for-1 deals for the annual Christmas ice rink outside the London museum. More partners will be added over time.

Ian Cranna, Starbucks marketing director, told Marketing Week that the promise of the rewards programme has always been to offer consumers “rewards galore” and it will look to find more ways to do this. He adds that some of the most successful offers are those that offer members something before other customers.

Meanwhile, Starbucks hopes to integrate the rewards programme so members can earn rewards stars from the recently launched Starbucks on the Go vending machine venture and online via the Starbucks e-commerce platform launched last week.

Cranna adds: “We want customers to be able to earn rewards everywhere in our business and we’re working hard to bring all of our channels under the programme. It won’t be part of our [Starbucks on the Go] pilot phase but watch this space we want to make sure customers can earn rewards wherever they interact with the brand.”

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