--- title: "Starbucks Stretches its Loyalty Cards: What Can You Learn?" id: "16532" type: "post" slug: "starbucks-stretches-its-loyalty-cards-what-can-you-learn" published_at: "2013-03-22T20:19:15+00:00" modified_at: "2026-11-09T19:04:17+00:00" url: "https://associationsnow.com/2013/03/22/starbucks-stretches-its-loyalty-cards-what-can-you-learn/" markdown_url: "https://associationsnow.com/2013/03/22/starbucks-stretches-its-loyalty-cards-what-can-you-learn.md" excerpt: "The extremely popular, closely-watched business model will expand beyond the stores starting in May. What could you learn from the dominant coffee chain’s innovative use of loyalty cards?" taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Brand Loyalty" - "Customer Engagement" - "loyalty programs" - "Membership" taxonomy_content_format: - "Article" taxonomy_role: - "C-Level" - "For-Profit CEO / President / Owner / Partner" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Starbucks Stretches its Loyalty Cards: What Can You Learn? It’s so familiar, it feels like it’s been around forever: Get a card, add some money, and get some perks beyond the cup of java you just bought. But as it turns out, Starbucks’ popular loyalty-card program, My Starbucks Rewards, has only been around since 2009. With associations always on the lookout for new ways to reach, understand, and personalize programs for members, Starbucks’ model could offer some insights: **A boost in brand loyalty:** The cards help build brand loyalty in a big way. According to an October 2012 study from Mintel, Starbucks outperformed every other coffee brand in the industry, with 40 percent of respondents going to Starbucks versus 21 percent who went to smaller chains or independent coffee shops. Among the company’s secrets for success? Innovative discounts and a consistent experience. While other implementations of the loyalty model exist, such as the iPad-powered [Belly Card (opens in a new tab)](https://bellycard.com/) , Starbucks’ version helped set the standard for the rest of the industry. **A versatile, tech-friendly approach:** Rather than simply embracing the cards by themselves, Starbucks has also used the loyalty program to stay atop tech trends. In recent years, the company has gone beyond using physical cards: Now, many customers use smartphones and scannable bar codes to buy their lattes, complete with the perks that come with the rewards program. The approach led some fans of the brand to try their own unique takes on the model—including [Jonathan’s Card (opens in a new tab)](http://jonathanstark.com/card/) , a 2011 effort by programmer Jonathan Stark to encourage a pay-it-forward mentality to Starbucks cards. **A willingness to expand:** And now, Starbucks is preparing to expand the program beyond its own stores. Earlier this week, the company announced it would soon allow consumers to earn points when buying Starbucks products outside the coffee-shop environment. This is partly an extension of the company’s technology initiatives, according to Starbucks CEO Howard Schultz. “Over the past two years, we’ve been witness to a seismic change in consumer behavior due to technology,” he explained [at the company’s annual shareholder meeting (opens in a new tab)](http://www.usatoday.com/story/money/business/2013/03/20/starbucks-loyalty-program/2003583/) . “As a result of that, we’ve been able to do things almost no other consumer brand has done before.” (The new system may take some time to polish, however: Rather than allowing consumers to use the cards at the checkout, the system instead utilizes product codes on packaging. That’s a little more complicated than how it works at the company’s stores.) By making these changes, Starbucks hopes to expand the loyalty program, which currently has 4.5 million members, [to 9 million (opens in a new tab)](http://www.nbcnews.com/business/starbucks-seeks-double-loyalty-card-membership-1C8978082) by the end of the current fiscal year. The system is adding 80,000 consumers weekly. According to a recent Deloitte study [pointed out by Associations Now’s Katie Bascuas (opens in a new tab)](http://associationsnow.com/2013/02/playing-for-keeps-a-personalized-approach-to-loyalty/) , brand loyalty is low in the hotel and airline industry, and it’s important to focus instead on what is “personally meaningful” to customers. If anything, Starbucks’ approach has taken that to heart, going beyond the simple point system and instead offering discounts and versatile individual benefits—benefits that smaller coffee chains will find it a challenge to match. How can associations use creative loyalty programs to keep members coming back? Let us know your thoughts below. (Global X/Flickr) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#Brand Loyalty](https://associationsnow.com/tag/brand-loyalty/) [#Customer Engagement](https://associationsnow.com/tag/customer-engagement/) [#loyalty programs](https://associationsnow.com/tag/loyalty-programs/) [#Membership](https://associationsnow.com/tag/membership/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [PodcastAssociations NOW Presents: More Than Marketing: The Power of Strategic CommunicationsJuly 30, 2026](https://associationsnow.com/2026/07/30/associations-now-presents-more-than-marketing-the-power-of-strategic-communications/) - [PodcastAssociations NOW Presents: Why Slower Marketing Can Drive Stronger Member Engagement (Episode 27)June 25, 2026](https://associationsnow.com/2026/06/25/associations-now-presents-why-slower-marketing-can-drive-stronger-member-engagement-episode-27/) - [TemplateMembers onlyMember Onboarding ToolkitNovember 5, 2026](https://associationsnow.com/2026/11/05/member-onboarding-toolkit/) - [PodcastAssociations Now Presents: Beyond the Tech Stack: How AI Is Changing the Association PlaybookOctober 29, 2026](https://associationsnow.com/2026/10/29/associations-now-presents-beyond-the-tech-stack-how-ai-is-changing-the-association-playbook/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2013%2F03%2F22%2Fstarbucks-stretches-its-loyalty-cards-what-can-you-learn%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !