From today’s RetailWire: A panel discussion about Starbucks’ new initiative to allow its loyalty-card customers to earn points when they purchase the brand at grocery stores, not just in its own locations. I think it’s another great idea that other retailers and brand managers can learn from:
Starbucks has always been at the leading edge of brand management, starting with the original concept of coffee as a premium drink (not a commodity) in an atmosphere conducive to socialization. Their loyalty program (unlike so many others) is not all about offering a discount at point of sale, but more focused on repeat visits by consumers committed to their product. Extending the reach of the program into grocery outlets — where their brand has plenty of competition for shelf space — is a powerful message to other marketers.