Starbucks is offering a novel perk to get more people to sign up for its loyalty program: letting members earn points when they buy bags of its coffee at supermarkets.
The Seattle-based company said at its annual meeting yesterday that the new perk will roll out in May. Adam Brotman, Starbucks’ chief digital officer, noted during a presentation that the loyalty program is important because it helps the company collect “good customer insight” that can be used to better tailor online advertising.
Starbucks, run by CEO Howard Schultz, had announced the move to let customers earn points through branded retail products late last year but hadn’t said when it would be available. To earn points, members would have to sign onto their accounts online and enter a code on the Starbucks coffee bag.
The program will expand in the fall to other Starbucks products sold in supermarkets. The company hasn’t specified which other products will be eligible, but it also sells bottled Frappuccinos and Tazo tea bags at grocery stores.
Next month, customers will be able to earn points at Starbucks’ Teavana shops.