… customers who use the Starbucks app to order at company-operated stores will no longer have to pay for their purchases through the app in order to earn stars in the rewards program. Instead, customers will be able to use cards, cash or yet-to-be-identified mobile wallets.
[Starbucks:] “Having a connection with our customers, whether in our stores or digitally, allows us to anticipate their needs and deliver the products and experiences they are looking for… We expect the expansion of payment options will appeal to an even wider customer audience and deepen engagement with our members.”
The Starbucks loyalty program is high on many rankings of similar initiatives. Inbound marketing firm Hubspot says it costs five times more to acquire a new customer than retain an existing customer.