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eMoney News

Starbucks to improve its loyalty scheme
7 Oct 2011

Starbucks is aiming to improve its loyalty scheme in a bid to increase its custom and boost the positive experience of patrons.

The coffee shop has invited a number of advertising and marketing agencies to come up with pitches including ways to make the Starbucks Card even better, Campaign Live reports.

It is thought the chain wants to make changes to ensure it stays ahead of the competition, as other brands such as Costa Coffee also now have a loyalty scheme in place for customers.

Other promotional initiatives launched by Starbucks include a Facebook Deals project in January, which saw 30,000 cups of coffee given away to anyone who used the Facebook Places mobile phone app to check into one of its outlets.

Brand consultant Denise Lee Yohn recently praised Starbucks for bringing in new concept stores complete with bars and more comfortable seating areas, which she said in a piece for Business Insider feel "personal and local".