Starbucks rejects antique paper coupons?! Netizen: Missed marketing opportunities!

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Recently, a veteran Starbucks user posted on social media saying that Starbucks refused to accept paper consumption vouchers, which triggered many netizens to watch and discuss.

According to the poster, the elderly family found two free redemption coupons for medium drinks distributed by Starbucks in the early years. Since the redemption coupon's use date was not marked on the coupon, the poster accompanied his family to a Starbucks store in Shanghai on December 27 to see if he could use the coupon to redeem free drinks.

At first, after receiving it, the shop assistant defaults to use the redemption voucher to help the customer order. However, before the customer left the store, the staff told him that the paper voucher was "too long" and could not be used and had to be paid again. This situation was really beyond the expectations of the poster. After repaying the order, the party concerned reported the situation to the official 400 customer service, hoping to provide a reasonable explanation as to whether the redemption coupon could be used.

In the afternoon of the same day, Starbucks 400 customer service replied that the paper voucher had expired and could not be redeemed. He hoped that consumers would mail the paper voucher to the Shanghai headquarters to confirm its authenticity, saying that they could be exchanged for a buy one get one free e-voucher.

After the post was posted, the two pink paper coupons in the accompanying picture instantly attracted the curious attention of most netizens, and many people were reminded of their past memories. Old users recalled that after Starbucks entered China, it initially gave members discounts by distributing paper coupons. Judging from the logo on the face of the coupon, the two paper coupons held by the parties should have been launched before the official logo change in 2011. It has been at least 14 years since now. It can be said to be "antique exchange coupons."

(Front and back of paper coupons, pictures provided by the poster)

At the same time, former employees who had worked in Starbucks stores in Jiangsu, Zhejiang and Shanghai appeared in the comment area to answer questions for netizens. It is understood that this coupon is called "thank you coupon" and is a free redemption coupon used by Taiwan Uni-President Group when it represented Starbucks business in Jiangsu, Zhejiang and Shanghai. It aims to "thank customers for their efforts or thank customers for providing them in various forms. Help to the store or help to the community."

Former employees said that Starbucks in Jiangsu, Zhejiang and Shanghai had previously distributed not only thank-you coupons, but also apology coupons. These free redemption vouchers represent a certain connection between customers and Starbucks and the brand culture.

However, employees revealed that on the eve of Starbucks taking back its rights to operate in Jiangsu, Zhejiang and Shanghai, local stores issued a notice informing consumers of the final use period of such paper coupons and stating that they would expire and be invalid. Therefore, in the eyes of some people, it is understandable that these two "antique coupons" issued by Uni-President Group and have existed longer than the working hours of many Starbucks employees are not recognized by current Starbucks staff.

However, some people have also uncovered cases of other brands handling expired redemption coupons, saying that when McDonald's, Mixue Ice City, etc. discover that regular customers have retained expired redemption coupons, most of them will proactively contact users, give equivalent e-coupons and thank users for their long-term support for the brand. However, the way Starbucks customer service handled it appeared to be "without any pattern" in the eyes of some netizens, believing that the brand missed a good marketing opportunity.

On December 28, the poster said that the Shanghai headquarters had responded for the first time, apologizing for the inappropriate handling of the store's on-site response with the 400 customer service, and said that customers would be given 2 medium cup electronic redemption coupons, while paper coupons would need to be torn up and provided with photos. However, the compensation plan was not recognized by the parties concerned.

On the following day, Starbucks headquarters apologized for the second time for the matter and provided a new compensation plan. According to the poster, the compensation conditions previously provided remain unchanged, but there is no need to tear up the paper coupons. The redemption coupons are recorded internally by Starbucks and invalid. Users can save and collect these two paper coupons with special significance. In addition, the drinks paid by the party on December 27 will be returned in the form of e-coupons.

Picture from: Xiaohongshu

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