Starbucks are world class at customer loyalty and sales through service.
Here’s how they do their loyalty scheme:
When customers initially sign up, they are placed at the welcome level with no real perks except a free drink on their birthday. At only five stars, or five purchases, consumers will gain access to a green membership. With a green membership, customers will receive free refills on their coffee, iced coffee and tea purchases when they visit stores. Then at 30 stars, or 30 purchases, consumers will receive the prized gold membership, along with a gold card in 4-6 weeks. Every 12 purchases the member earns a free drink as well as other special offers from time to time. Starbucks has begun to roll out its rewards system in the majority of its markets, including China. In two years the company has built a base of more than 3 million members in the U.S., and they now account for 35% of transactions in its stores.
What sort of loyalty scheme do you have? Does it reward loyalty, or is it designed to get new customers?
Please send us examples of this being done well or badly, and we’ll publish them!
