Starbucks launches UK rewards scheme
Starbucks has launched its customer loyalty programme, My Starbucks Rewards, in the UK.
The scheme, which also operates in the US and Canada, is designed to encourage loyalty by "turning visits into rewards".
It is being introduced alongside the Starbucks' iPhone app, which allows customers to pay via smartphone.
Under My Reward, customers paying with a registered Starbucks Card will get a free drink for every 15 visits.
After 50 visits, customers become 'Gold Level' members and enjoy additional benefits, like espresso shots, syrups and whipped cream.
From today (Thursday January 5th), customers will be able to pay using the mobile app at more than 600 Starbucks UK sites by scanning their phone at the till.
Since the launch of mobile payment in the US in January 2011, there have been 26 million mobile transactions and $110 million (about £70 million) has been loaded onto Starbucks Cards directly through the mobile app.
"We've listened carefully and we know that now, more than ever, customers are looking for extra value," said Ian Cranna, vice president of marketing for Starbucks UK.
"This scheme also allows us to be more personal, rewarding the most frequent customers with extra benefits. We also know that fewer customers want to use cash, so putting My Starbucks Reward on mobiles offers a faster, easier way to pay."
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