Starbucks Updates Its Loyalty Program

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Starbucks is updating its loyalty program by allowing customers in the United States and Canada to get rewards using any payment method. The coffee chain’s current loyalty program requires customers to use reloadable Starbucks cards to collect points for rewards. Through this payment method, customers can earn two points per dollar they spend at the café. The points can be used to redeem rewards like free coffee or pastries. Under the new loyalty program, customers can use cash or link their debit or credit cards to their loyalty program accounts to make in-app purchases or buy things from Starbucks locations. These alternative payment methods, however, generate points at a slower rate compared to Starbucks cards. Customers using these methods will only receive one point for every dollar. Starbucks explained that the purpose of the gap in the points earned is to give recognition to customers who make an additional effort to reload a loyalty card when purchasing items. Starbucks said that the new update is the company's response to feedback from customers who have been requesting additional payment options to earn points. The coffee chain hopes that its expanded loyalty program will draw more customers.

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