My Starbucks Rewards UK&I
Many of you have been talking about our new My Starbucks Rewards programme. I want to let you know that we’ve been listening and thank you for taking the time to tell us how you feel.
I’d like to talk about why we’ve made these changes.
When we developed the programme, we took great care to listen to what our customers were saying. They told us very clearly they wanted a rewards scheme that gave them free drinks when they visited us regularly, no matter what they ordered. Also, they wanted extra benefits if they came more often, which is why we introduced the new Gold level.
That’s why this scheme is a little different to the one that has been launched in the US, and why every registered card holder immediately qualifies for free drinks, without the need to reach Gold level.
I know that some of our customers who drink filter coffee or buy whole bean have lost a discount under the new scheme. That said, they will now get a free drink every 15 visits and receive a number of other benefits. I appreciate that we could have told you about this more clearly.
This isn’t the only way that we’re giving customers more value. In recent months, we have also introduced free Wi-Fi and free iTunes downloads. Just last week we created a faster and more convenient way to pay using the iPhone app, and we’ll be following up with the Android version soon.
In the last few days, we’ve seen more people than ever using their Starbucks Cards in our stores, which gives me confidence we now have a programme that can reward the loyalty of each and every one of our customers – regardless of what they drink.
You have my personal commitment, we’re going to keep listening. This kind of feedback is incredibly valuable as we find ways to improve what we do. We have many more exciting developments to bring you in the coming weeks and months. Thank you for being a Starbucks customer.