In an attempt to get more customers to sign up for its loyalty program, Starbucks will begin allowing members to earn points when buying bagged coffee at their local grocery store.
In Starbucks’ annual meeting this past Wednesday, they announced that in May members will be able to enjoy this new perk. Adam Brotman, who is the company’s chief digital officer, stated that the loyalty program is important to the company because it helps with collecting “good customer insight” that helps the company better tailor their advertising towards customer preferences.
When customers purchase a Starbucks coffee bag from the grocery store, they will then simply need to enter the code off their bag in online on their account. In the fall, Starbucks plans to extend the rewards to include other Starbucks brand products. Next month, customer’s will also be able to start earning points when they make purchases at any Teavana shop, which Starbucks recently acquired.
According to Starbucks, they are adding about 80,000 new loyalty members every week. The goal by the end of this year is to have total membership numbers around 9 million. Currently, there are 6 million members.
The loyalty program was originally launched in 2009 and helps customers earn reward points towards free food and drinks in accordance with how many points they have built up. Each purchase, no matter the cost, totals to one point.