Japanese Starbucks Coffee has started their new loyalty point program named STARBUCKS REWARDS from September 20 2017. It offers some advantages to customers. At the same time, an application released by Starbucks Coffee has been updated too.
To use the new loyalty program, customers need to have registered Starbucks Coffee’s prepaid card online. Customers can get the card at stores or application. Starbucks Coffee prepares two kinds of memberships, Green Star or Gold Star. All customers will be categorized in Green Star member at first.
Customers can get 1 Green Star or Gold Star with 50 yen payment. After getting 250 Green Stars, the member can be Gold Star member. If Gold Star member collect 150 Gold Stars, Starbucks Coffee offers 700 yen worth of Reward eTicket. The member can exchange the eTicket with drink, food or goods like coffee beans. Gold Star membership will valid for a year but it will be extended to next year if a Gold Star member gets 250 Gold Stars.
The advantage of this new loyalty point program is that, customers can use “One More Coffee” program cheaply. One More Coffee program is that let customers get refill with low price than first buy if they order drip coffee. If a customer joins STARBUCKS REWARDS, he/she can buy refill with 100 yen, if not, it costs 150 yen. Additionally customers joining this STARBUCKS REWARDS program can take many advantages like buying popular goods like seasonal mags or stainless bottles in advance, booking coffee seminar faster than other customers, invitation of special events.
In research of customer satisfaction held every year in Japanese food industry, Starbucks Coffee had been ranked No.1 for a long time but the rank had stated to drop recent years, and finally Starbucks Coffee has gone out of ranking this year. The reason is that, Starbucks Coffee has increased the number of shops rapidly and the quality of service, the quality of workers have also been deteriorated. This situation might lead to this new loyalty point program.