L2 views Starbucks’ Loyalty Program – which spans 28 countries – as a model for all brands. The loyalty program is customized for each country: The U.S. is the only market where Starbucks uses email targeting for promotions and offers. Starbucks’ U.K. program is differentiated with “soft benefits” such as free add-ons like shots and flavors. In China, Starbucks relies on gamification to drive participation in its loyalty program. The Trojan Horse of Starbucks’ loyalty program is its gift card, which one in eight Americans received in the 2013 holiday season. See full video and subscribe to our YouTube channel for more.
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