![]() In the old system there were three tiers: welcome, green, and gold. If you have read my previous evaluations of Starbucks’ program, you will know that I am not a fan of how they use tiers. I hate to see people unhappy, but I do think this makes sense for Starbucks. The cost, a few disgruntled casual program members. I understand the frustration, but I think this makes sense for Starbucks. He is not alone in his thoughts as a quick look through Twitter right now will point out. That just makes sense! I understand the casual coffee drinker is essentially punished as is quick to point out. If you spend $20 a day you get more out of the program than someone who spends $2. If customers are getting a ton of value from the company without driving much value in return, well then why would the company run a loyalty program? Under the old system a customer ordering a $2 coffee was given the same amount of stars as a customer ordering a specialty beverage and food.īy tying stars to dollars spent you are giving more to your highest value customers. If you own a store you don’t want to give value away to anyone who is not providing value in return. I am going to step into Starbucks shoes for this one, because from a business perspective this change really does make sense. Extra point events are an amazing way to drive program participation and engagement. ![]() The new structure allows for these types of events which is a win in my books. This type of event was not possible before, because customers were awarded for each visit. The double star days will be monthly events where shoppers are given twice as many stars on each purchase (4 per dollar). These events will come in the form of “double star days” and special promotions. Starbucks has announced that under the new structure they will be running special point events. There are a few changes I really like, a few that make little sense to me, and a few things that are just … blah. Reading into the changes, I have categorized my feelings into three categories: the good, the bad, and the blah. The stated reason for the change is to reward customers who spend more per visit. These new stars can be redeemed for a free drink once you have accumulated 125 stars. The proposed changes will be a massive change! In the new system, customers will be given two stars for every $1 spent. You need 30 stars to reach “gold status”, and every 12 stars after that gets you a free drink/food item. ![]() Currently, you earn one star for every purchase at Starbucks. The program that has stayed relatively the same since its launch in 2009, but that is all changing in April 2016. What is Happening With My Starbucks Rewards? Let me break down what I think into digestible thoughts. However, I can see why the changes were made from a business perspective. Have these changes made Starbucks’ loyalty program better, worse, or does the change matter at all? Let me start off by saying, as a consumer I do not like these changes. It has always been one of my favorite examples of an effective loyalty program, but what about after these changes? Coffee drinkers have been enjoying the “My Starbucks Rewards” program since it was conceived in 2009. On Monday February 22nd Starbucks made a big announcement about their loyalty program.
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