Starbucks Consolidates Card Programs
Starbucks has announced a new customer loyalty card program called My Starbucks Rewards, which will launch on Dec. 26, 2009 in all U.S. Starbucks stores. Consolidating its two current programs, Starbucks Card Rewards and Starbucks Gold card, the new program "delivers value with no annual fee, allows members to use one registered card (any Starbucks Card) and provides customized rewards that increase with frequency of use."
“Our Starbucks Card Rewards and Gold Card programs have been successful, but the more than three million members have asked us to create a simpler, easier to access program that rewards them based on their frequency,” said Terry Davenport, senior vice president, marketing, Starbucks Coffee Company. “We believe the new My Starbucks Rewards program, which is free at all levels, will help deepen our relationship with our most loyal customers while also encouraging more customers to join the program.”
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