eNewsletter 
Starbucks & the Loyalty Program: Not Quite “Getting It”
I love coffee loyalty programs. And even though I appreciate technology, I don’t mind the paper punch card method. Each time I make a purchase at a local coffeehouse, I can see my progress toward free stuff…..I like it.
I belong to multiple coffee “programs” (I use the term loosely as these are area pretty low-tech; no one even knows my name at these establishments) and I do have my one brand that I tend to frequent more often (due to location, quality of coffee, plus the fact I feel like I get rewarded more quicky).
But the one brand I DO like, and where I JUST DON’T GET THEIR LOYALTY PROGRAM, is Starbucks.
I know there is a loyalty program at Starbucks. I’ve read a bit about it in the press, seen it mentioned on-line, and even briefly visited the Starbucks website. But I’ve seen no mention of the program in-store, and I just don’t quite get why I should take the effort to figure it out and partake. (I am thinking it is even a BIG effort to partake – I think I either have to apply for a Starbucks credit card, or pre-load a debit card and remember to use it….I think…..)
One quick thing I should point out – some of my readers could tell me that I could easily ask a barista to explain the program to me, or I could research it more extensively on-line. But as a customer, I don’t think I should be expected to work so hard. I don’t want to have to do research to figure out the value to me. So I haven’t done the work I potentially could do. (I want to relax at Starbucks – not tax my brain.)
And again, I actually like Starbucks. I LOVE the kid-sized cocoas priced at $1.15 – no other coffee store offers that in my area. I like to meet with people in the comfortable ambiance. I like the beverages. But because I cannot figure out the loyalty program, Starbucks has evolved into a 3rd or 4th place choice when I have to schedule a “coffee meeting.”
I’m not sure of the exact answer as to what Starbucks should be doing for their loyalty program – I haven’t done my research! – but it needs to be easier for me as a fan of the brand to “get it.” A truly great loyalty program will do many things, among them make me feel special as a customer, talk to me directly, and incent me to take action. And it needs to be easy to figure it out.
I’m afraid I am not seeing or feeling any of this from Starbucks. Does anyone else feel this way? Or am I on my own?
Filed under: Branding, General Business, Loyalty on April 20th, 2010
I never thought about this before, but I agree with your point of view. If you look in my wallet, you will see an onslaught of local coffee houses’ loyalty cards. I have one for each location I frequent. I have one for near work, one when I really want a strong coffee to knock me off my feet, and one that I steer towards more often because the coffee is just that good. However, you will not find a Starbucks loyalty card. I never realized I didn’t have one until you mentioned this blog. And since I don’t have a loyalty card, I don’t go to Starbucks. I go to Starbucks as my last resort, if there really is not another coffee house near me.
So Starbucks – Are you listening?
Ingrid, thanks for your post. And based on comments I got from my Facebook post about this, MANY people have no idea that Starbucks has a loyalty program. Hmmm, I don’t know why there isn’t better communication of it.
Here is a short video that describes the loyalty program – I finally broke down to view it and learn more. It really isn’t half bad. But I have to preload a Starbucks card….arg. Not what I want to do.
https://www.starbucks.com/card/rewards
And, I am sure the local coffee houses could come up with something better than a punchcard – they are all “me too” programs, with no differentiation that I can determine. Someone could break out and structure the IDEAL loyalty program.