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Starbucks readies updated loyalty program

Coffee chain Starbucks will introduce a series of changes to its Starbucks Rewards loyalty program on April 16. The changes are intended to provide consumers with greater flexibility when redeeming loyalty points at participating locations in Canada and the US. New participants in the program will begin receiving points immediately. Previously, new members were required to gain 300 introductory points before beginning to receive points that could be redeemed. The program will also introduce a tiered redemption structure to replace its previous single option. Consumers will be able to redeem 25, 50, 150, 250 or 400 points at a time for various products. Consumers will continue to receive two points for each dollar spent.

“We’re giving our customers more of what they’ve been asking for and the opportunity to get to rewards sooner,” said Peter Furnish, vice-president of marketing at Starbucks Canada. “By providing more options and more flexibility, we’re putting our members in the driver’s seat to choose what is most valuable for them at Starbucks.”

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