This change means that the frequent flier “mile” is no longer directly related to distance traveled, and that high-spending corporate travelers get a lot more rewards than bargain hunters. In 2015, both United Airlines and Delta Air Lines started giving out reward points based on how much customers spend on airfare. The change mirrors recent revisions to airline reward programs. On Monday, Starbucks announced that will change in April “to reflect the #1 request we heard from members: more Stars awarded based on what you buy, no matter how often you visit.”
STARBUCKS VISITS FREE
Every transaction gets you a star, and 12 stars get you a free drink. It did so by changing the rules of a program that was supposed to be about how they “like seeing” customers like him.Ĭurrently, Starbucks rewards customers based on how often they visit. Baumann’s hurt feelings are easier to understand when you realize the company is not just raising the effective price he will pay for coffee. He probably would not have made that proclamation if Starbucks directly raised the price of his cup of coffee by 31 cents - even if such a price increase would have caused him to buy his coffee elsewhere. “This is a huge slap in the face for people who enjoy regular coffee,” said Matt Baumann, an editor in Philadelphia who has been a “ Gold Level” My Starbucks Rewards member since 2007. To no one’s surprise, some customers feel that the coffee house chain is less than loyal.
Starbucks is changing its My Starbucks Rewards loyalty program so that rewards are tied to dollars spent instead of number of visits.
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