### 날짜 : 2023-11-06 20:47 ### 주제 : Starbucks' Loyalty Program #마케팅 #공부 #casestudy ---- ### 메모 >"Starbucks' Loyalty Program." **1. Loyalty Program Overview:** - Starbucks, the global coffeehouse chain, operates one of the most successful and widely recognized customer loyalty programs in the world. Known as Starbucks Rewards, this program is designed to enhance customer engagement, retention, and brand loyalty. **2. Key Objectives:** - Starbucks Rewards serves several key objectives: **2.1. Customer Retention:** The program aims to retain existing customers by providing incentives for repeat visits and purchases. **2.2. Customer Engagement:** Starbucks seeks to engage customers on a deeper level by offering personalized rewards and experiences. **2.3. Data Collection:** The program enables Starbucks to collect valuable customer data, allowing for more targeted marketing and product offerings. **2.4. Brand Loyalty:** Starbucks aims to strengthen brand loyalty and ensure that customers choose Starbucks over competitors for their coffee and beverage needs. **3. Core Elements:** - Starbucks Rewards incorporates several core elements: **3.1. Points-Based System:** Customers earn "Stars" (points) for every purchase made using the Starbucks app or registered gift card. Stars accumulate and can be redeemed for rewards. **3.2. Tiered Membership:** Starbucks Rewards has multiple membership tiers, starting with the "Green" level and progressing to the "Gold" level. Higher tiers offer more benefits and personalized rewards. **3.3. Personalized Offers:** Starbucks uses customer data to offer personalized promotions and rewards. Members receive offers based on their past purchases and preferences. **3.4. Mobile App Integration:** The Starbucks app is central to the loyalty program. Customers can pay with the app, track their Stars, and access exclusive offers and rewards. **3.5. Birthday Rewards:** Members receive a complimentary drink or food item on their birthdays, encouraging them to visit Starbucks and celebrate. **3.6. Mobile Order and Pay:** Starbucks Rewards members can place orders through the app for pickup, making the ordering process convenient and rewarding. **4. Impact:** - Starbucks' Loyalty Program has had a significant impact on the brand and customer loyalty: **4.1. Increased Frequency:** The program has encouraged customers to visit Starbucks more frequently to earn and redeem rewards, leading to higher sales and customer retention. **4.2. Data-Driven Marketing:** Starbucks uses customer data to tailor marketing efforts, resulting in more relevant offers and promotions. **4.3. Mobile Engagement:** The mobile app and loyalty program have driven mobile engagement, with customers using the app for payments and orders. **4.4. Enhanced Brand Loyalty:** Starbucks has strengthened its brand loyalty, with many customers choosing Starbucks over competitors due to the rewards and benefits. **5. Lessons Learned:** - Other brands can learn valuable lessons from Starbucks' Loyalty Program: **5.1. Personalization:** Personalized rewards and offers can significantly enhance customer engagement and loyalty. **5.2. Tiered Membership:** A tiered membership structure provides incentives for customers to reach higher levels and access more exclusive benefits. **5.3. Mobile Integration:** In today's digital age, mobile app integration is crucial for convenience and customer engagement. **5.4. Data Utilization:** Collecting and utilizing customer data can lead to more effective marketing strategies and customer retention. Starbucks' successful loyalty program demonstrates the power of personalized incentives, convenience, and data-driven marketing in building and maintaining brand loyalty. It showcases how a well-designed loyalty program can drive customer engagement and keep consumers coming back for more. ### 출처(참고문헌) - ### 연결문서 -