Does Starbucks want to update its membership reward program?! More stars will be exchanged for coffee

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Recently, a number of foreign media reported that Starbucks will make the first major change to its Star Club membership reward program in the new year. Consumers may exchange more stars for free coffee and other goods than before, but there will also be a small number of drinks with lower star rating requirements. The system will be updated on February 13,2023.

"How many stars do you have?" This sentence seems to have become a way for Starbucks fans to meet and greet each other, and what they call "stars" is actually points in the Star Club, which is Starbucks 'long-established customer loyalty program. After signing up as a Star Club member, you can earn a star by accumulating a certain amount of spending, and then redeem the accumulated "stars" for free coffee, food or other benefits.

Now Starshare Club will bring a comprehensive update next year, from the update, baked goods, coffee and hot tea redemption threshold will be adjusted from the past 50 stars, to 100 stars; and the current 150 stars for handmade drinks and Starbucks breakfast, etc., also adjusted to 200 dollars; sandwiches and salads from the original 200 stars to 300 stars...

Of course, it's not all news of rising stars, such as iced coffee and iced tea, which will be downgraded from 150/200 stars to 50/100 stars. The highest rating of 400 stars remains unchanged, while at 25 stars, customers can still add espresso, syrup or alternative milk to their drinks as before, but most of the star prices are adjusted upward.

After the news broke, many Starbucks fans took to the Internet to complain about the changes, saying: "It's going to cost us more to get less money," and saying: "Starbucks, you've been losing my business lately."

A Starbucks spokesperson said: "Rewards programs are an important way for the company to create loyal customers, learn more about preferences and encourage repeat purchases, and we need to make occasional changes to ensure the long-term sustainability of Starbucks rewards programs to meet the changing needs of our members."

Starshare membership is regarded as one of the most successful membership systems in the world. Since its launch in the United States in 2008, Starshare Club has become a veritable cash cow for Starbucks. Nearly half of Starbucks 'sales come from Starbucks reward members' purchases. According to Starbucks China's latest quarterly earnings report, the number of active members of the "Star Club" increased by 29% compared with the third quarter, rising to more than 17 million, and almost approaching the highest level in history.

Wang Jingying, chairman and CEO of Starbucks China, once said,"Starbucks 'goal is to have more than 170 million members and double the number of active members by 2025." Starshare membership system has been introduced into the Chinese market since 2010. The inspiration of this membership system has influenced the membership system of many consumer brands at home and abroad.

Starbucks has also been experimenting with other rewards programs in recent months, and in October, the coffee chain began teaming up with Delta Air Lines to earn double star points for spending at Starbucks on Delta flight dates. Earlier this month, Starbucks also launched a beta version of Starbucks Odyssey, an extension of the rewards program that allows users to earn NFT "Journey Stamps," officially defined as digital collectibles that need to be obtained for free by completing game quests.

Image Source: Internet

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