Starbucks build up rewards program via instore call to action

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Starbucks is ramping up its mobile strategy and encouraging consumers to sign up for its My Starbucks Rewards program via an in-store call to action.

Via the My Starbucks Rewards program, consumers can earn rewards when they pay with their Starbucks Card. Free drinks and refills are one of the perks of the program.

“Starbucks is wise to include SMS in its broad mobile portfolio, while its augmented reality app got, pardon the pun, all the buzz this season, it’s text messaging product is inclusive of nearly all patrons.” said Jeff Hasen, chief marketing officer at HipCricket.

The SMS call to action is featured in a small framed poster and is positioned near the drink counter so that when consumers wait for their drinks they can text-in to be part of the My Starbucks Rewards program. The poster reads “Your next drink could be free.”Consumers are then encouraged to register with any Starbucks Card and they’ll be on their way to getting free drinks and refills, no membership fee and free balance protection.

Users can either register by going to or by texting the keyword GOLD to the short code 697289 (MYSBUX).

When consumers text-in, they receive a message from Starbucks that thanks them for their interest in the program and includes a link to the My Starbucks Rewards page.

Consumers can also tap on the link which redirects them to a mobile-optimized page where they can register their Starbucks card by signing-in or create an account to complete the registration process.

SMS strategy
Using a mobile call to action such as this an effective way for Starbucks to builds its My Starbucks Rewards program. Additionally, place the SMS call to action in a location where many consumers are daily is smart. SMS is a great medium to engage consumers and helps marketers build their database. Consumers do not need a smartphone to participate and can use their feature phone to text-in.

SMileS Comment: 

This is a great example of how SMS Marketing can be used to create an immediate call to action and encourage more customers to join their reward program. The added incentive within the Starbucks campaign is the hook on the small posters ‘Your next drink could be free’ which are positioned right next to drinks counters; this is a great idea as a customer who reads the poster waiting in the que to buy their next drink is going to feel an added incentive to get their phone out then and there to text the keyword GOLD to the short code 697289 (MYSBUX). It’s also a easy approach to quickly and effectively increase sign ups for the ‘My Starbucks Rewards’ program; and getting people to sign up to your rewards program is often one area businesses feel will be the biggest hurdle. As long as you incorporate signing up for your SMS reward program with something the customer wants then they’ll be more than happy to sign up and you won’t need to do much convincing.  

Wanting to run a SMS Marketing campaign?? Find out how by visiting our website or call us on 01484 465160


Posted on January 9, 2012, in Market Industry and tagged , , , , . Bookmark the permalink. 1 Comment.

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