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News in-depth: Starbucks launches loyalty scheme in the UK
11 Jan 2012

Global coffee chain Starbucks has launched its My Starbucks Rewards loyalty programme in the UK.

Visitors to the firm's UK coffee shops will now be able to earn stars, which can be exchanged for a range of benefits, every time they pay for goods with their registered Starbucks card.

New members of the My Starbucks Rewards programme will begin on Green Level, in which they can claim a free tall-sized drink for every 15 stars they collect.

Once Green Level members have collected 50 stars, they will then move up to Gold Level where they can claim additional perks. These include free espresso shots, syrups, whipped cream and soy milk, as well as a free drink for every 15 stars they collect.

Starbucks confirmed that long-serving card holders will be fast-tracked on to Gold Level immediately in recognition of their loyalty to the firm.

Ian Cranna, the new vice president of marketing for Starbucks UK, revealed that the firm has launched the programme after finding its customers are looking for value-for-money more than ever. 

He said: "This scheme also allows us to be more personal, rewarding the most frequent customers with extra benefits.

"We also know that fewer customers want to use cash, so putting My Starbucks Reward on mobiles offers a faster, easier way to pay."

It has also been revealed that iPhone users can now use the Starbucks App to manage their Starbucks Card account on the move. This new feature allows My Starbucks Rewards members to check and top-up their balance, while iPhone owners can even pay for their drink by scanning their phone at the checkout.

An Android version of the app is due out later this year.

The new mobile phone payment system will be accepted in more than 600 Starbucks stores across the UK.

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