My Starbucks Rewards uses one-to-one marketing. This is important to know. What is one-to-one marketing? It means that different My Starbucks Rewards members receive differing offers. There are NOT universal offers.
I cringe when I hear a partner (or a customer) say something like, “MyStarbucksRewards members are getting bonus stars on Oprah Chai right now.” If you start a sentence with, “MSR members get …” and you are talking about some specific promotion, outside of the standard rewards, you are passing on bad information. I have met some partners (and customers) who don’t seem to realize that there are no longer universal MSR promotions. You pretty much have to start every sentence with “Some MyStarbucksRewards members get …” or “Select MSR members get…”
There are no more standard offers where ALL MSR members get something. If that specific Starbucks customer, who is one of the 9 million MSR members, received an email for that offer, then he or she gets that offer. The MSR standing next to that person, who didn’t get such an email (or see it loaded on his or her mobile phone Starbucks app) did not get the offer.
It can make for some odd experiences. It’s possible that two friends, who are both MSR members, will receive completely different star dashes, promotions, and bonus star offerings. This also means that it’s likely that your barista will have no idea if you participating in a star dash, supposed to receive bonus stars for Oprah Chai, or have special discounts available to you, or any number of customized one-to-one offers.
This came up in conversation because another blogger sent me an email that he had heard that all MyStarbucksRewards members were getting 50% off croissants, for National Croissant Day, which is today. He wrote, “I saw a sign today at my local Starbucks — MSR members get 50% off croissants on National Croissant Day.” I thought that was interesting because I’d seen a few chalk signs that said things like that, as I quickly skimmed Instagram. Not a good thing to make a sign for! I emailed media relations and got this reply:
“Some members of MyStarbucksRewards received this offer of 50% of a croissant in celebration of National Croissant Day. It would be considered “one-to-one,” as you mention.” (Thank you Maggie Jantzen of Starbucks media /public relations for the quick email reply)
You need the words “Some member of MyStarbucksRewards…” in any sentence talking about special MSR offers, just as media relations wrote to me.
Starbucks does this to create customized offers, tailored to each MyStarbucksRewards member.
Happy National Croissant Day today!!
For review, I’ll mention the current My Starbucks Rewards standard offers, that all receive, depending on their level. This is the standard MSR program, absent one-to-one (customized) special offers:
- One Star in 12 months: Welcome level (one use of a registered card to pay for purchases in stores) – A free birthday reward (all rewards are good for food or drink) – Must be registered at least 30 days before your birthday to receive this. A birthday coupon for 15% off at StarbucksStore.com – Customized offers, which is exactly what this article is about.
- Five Stars in 12 months: Green level – All of welcome level perks plus free refills. Yes, if you have NOT left the store, it possible to switch from a latte to coffee as your refill. There is never a refill perk in the drive thru. Once you level the store, all refill perks come to an end.
- 30 Stars in a year: Gold level – All of the above plus “Lucky Dozen” rewards every 12 stars after getting to the gold level. Lucky Dozen rewards can be used for food and beverage at Starbucks (excludes Evenings food, and beer and wine).
- In March 2014, Starbucks added standard bonus stars per each at-home coffee item purchased inside company-operated Starbucks. All My Starbucks Rewards members earn one extra bonus star per at-home coffee item, such as K-cups, whole bean coffee, Reserve coffees, Verismo pods, and Via Ready Brew.
My Starbucks Rewards is subject to change. Check the official website for new information. The above is a quick summary of MyStarbucksRewards. The Starbucks website will have more detail.
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I saw a friend post about 50% off croissants today and was really bummed to have not received that offer as croissants are one of my favorite things. Wish the targeted marketing was a bit more accurate.
Melody as I totally understand the value and purpose of this kind of marketing you have said today and before that this system can create anger and confusion. I remember only so well the promotion where some customers got x number of stars for a certain number of purchases and that star amount varied. That probably was one of the biggest promotions that created the most frustration and anger. I wonder if in the end doing the marketing this way works in SB’s favor as well as the customer’s favor. Sometimes, I think it favors SB more.
Thanks for posting this Melody. It is confusing to people but clever. Recently my husband and I both got a “bonus stars” for chocolate croissants…mine was for 1 bonus star his was for 2! I am ashamed to admit how many croissants we got during that time but they are croissants we wouldn’t have other wised purchased…so it definitely worked.
Our Starbucks gave everyone 50% off croissants today for national croissant day. They had a sign and just rang it up automatically for everyone.
I don’t think Starbucks ever intended all croissants to be 50% off today for the 9 million MSR members. And frankly, it probably isn’t about the discount. As a practical matter, if 9 million people get an email saying that there are 50% off croissants at Starbucks, there’s going to be a shortage of croissants pretty darn fast. At least, that’s my guess as part of the reasoning for customized offers.
SBux baristas don’t get to make signs because they decide to, someone above them must have told them to make those signs. Don’t cringe for the baristas, cringe for upper management who doesn’t seem to have a clue how their own company marketing works.
I understand that MSR members get different offers. However, beside one Star Dash, I have not received any offers from Starbucks since September/October. I called customer sevice and was told that different people get different offers. However, my friend got all kinds of bonus stars in December, but I got nothing. I continue to be a loyal Starbucks customer and I do take advantage of things like sweet receipt, but I used to get excited every Tuesday/Wednesday to check out the weekly offer and now I hardly ever check my account (which is why I did not realize I had a star dash last week until it was too late).
Make sure to always check the codes loaded on the app. I did not get a croissant coupon by email but it was loaded on the app anyway. If it shows on the app or on starbucks.com, it is valid even though you might not have received the email.
This is a bit unfair but starbucks is still good simply for the products they sell. We also get free food for every 12 stars. My wife gets great offers and I usually now get almost zero. She averages 35 to 50 stars a month. I average 200 to 300 stars a month. I wish we had more offers in general with this individual marketing.
I saw the croissant sign today so I got one and then it wasn’t until later that I realized I had a coupon code I could have used! Ugh! But the chocolate croissant was a very tasty breakfast. 😀
I haven’t been emailed any bonus offers in a very long time. However, I just checked my account online and there is some kind of code for “FREE TEA” (code 367)…doesn’t say iced, hot, or even the size. I would hate to order a Trenta Shaken Black Iced Tea and then find out it isn’t free!
@mjm Hey I got the free tea coupon too. I think it’s any free tea. Well, I used it on a Venti passion tango tea.
@ Melody. I’ve just read people using that code for Tea Lattes, as well…I guess anything tea related works ( http://www.starbucks.com/menu/drinks/tea ) .
I did get the 50% but used my sweet receipt instead. It is complicated and sad missing out on something your coworker. But I guess all is fair in love and Starbucks!
FYI: if a offer does not specify a size then it is good for any size.
I get it, the less you spend (or purchase) at Sbux, the more they send out the bait. A friend of mine recently got a promo of “reload your card with $25.00 before ? and we’ll add $10.00 by Feb 10th!
That’s how it goes!
I totally agree with denise r. Starbucks like to reward the less frequent members more. They want you to come in for a deal or special reward so you will purchase their other goodies. When I went into starbucks less I got at least a promotion a week. Now, especially this month when I should end about 315 stars I do not see very many offers.
I picked up a free tea today using my 367 code and i had a question: if you get a free drink using a code or lucky dozen can you still use your card for refills?
I came into my local sb that I don’t get to go to often as it’s not on my way to work like the others I frequent and saw one of my fav baristas who still remembered me and it was her last day and last hour. I was sad and I talked to her while she was making drinks but others were there too which was nice to talk to her for the last time. I ended up crying and wanted to give her a hug but I was a mess. I did notice it was national croissant day and picked up a reuseable cup they had decorated in various Paris themes. It was cute and I did it w/o thinking. I don’t think I got a coupon but it looked like they were 50% off if you ordered.
It is interesting how the rewards vary from country to country.
For example in the UK there are two rewards tiers currently, Green and Gold. Green is for all registered MSR members and it gives you a free drink every 15 stars.
Gold over here is completely different, firstly you need 50 stars per year to get it. WIth Gold you get free extra shots, origin expresso, some syrups & whipped cream. Also some of the offers over here seem much better between getting a free refillable cup with a drink inside as a christmas present last year.
I’ve stopped receiving emails for any offers. It shows up in the app and in my account on my desktop but I don’t get emails to notify me of the offers. These emails are helpful in telling me the details of the offer. Anyone know what I can do? My Starbucks email settings are correct and I’ve checked my junked mail folder and my blocked senders list. I’ve emailed Starbucks many times but they can’t seem to help me.
Another issue with my account is that I never receive bonus stars when I finish the Star Dash. I always have to email Starbucks to get my bonus Stars.
Well, it makes sense that more offers go to less frequent customers. If you are getting 300 stars in a month, you are earning 25 free drinks/items. If they were sending out all the bonus star deals to those kind of shoppers, they’d lose a ton of money. Incentives like these aren’t to reward frequent shoppers (that’s what your free item every 12 stars is for). It’s to draw in the less addicted people.
Rachel.. I did get 26 free items last month.. but a bit more bonus would never hurt. My kids use up most of my free items.
@Rachel – For me I see two pieces to this. One of which is that Starbucks constantly implies, ‘We will reward you well for being a great customer.’ and so when any customer realizes that they should spend less to get better, more enticing offers, that is a little heartbreaking.
There have been a few special events for ‘the best’ MSR members. This one is particularly memorable;
http://starbucksmelody.com/2013/09/21/my-starbucks-reward-an-evening-with-sheryl-crow/
But there are so few of those, and it reaches such a tiny percentage of MSR gold members. 5 million gold card members. Maybe the top 10% of those should have something extra now and then?
For me personally, I’d much rather have fun Starbucks events and experiences than bonus stars.
Secondly, I always object to the idea that “starbucks will lose money when…” – It’s not borne out by raw facts. Profit margins are extraordinary. This is why they can afford to give free food and drink to 200,000 partners who wear the green apron.Bonus star offers actually drive more business. Starbucks has been less profitable in the past, but it’s not “losing money” and the brand has made is super clear that My Starbucks Rewards is strategic to their success. Howard is on record saying this:
“MyStarbucksRewards is one of the most important business drivers as new members not only contribute short term increases revenue and profit but also long-term loyalty for years to come.”
Building long term loyalty means huge profitability for the company as a whole. You can’t ever look at a single transaction or single promotion and think “this company will be losing money”
In any case, I was a Starbucks customer before there were any rewards, so I imagine that I’ll continue to be one for a long time to come. But I don’t think I’m a good example of anything – I may not be a typical Starbucks customer. ?