The news and trends affecting consumer engagement that caught our eye this week.
In this week's customer engagement recap:
- Starbucks customers furious about new rewards program
- What Starbucks' Loyalty Program Shift Means to You
- Most Americans not spending refunds
- Large-scale brand loyalty survey shows Apple tops the list in laptops, tablets and smartphones
- Arby’s Offering A Vegetarian Menu… For One Day Only
Starbucks customers furious about new rewards program (CNN)
By "customers" CNN means "these people we found on Twitter." And let's be honest, at least 50% of Twitter is angry about something. There are undoubtedly more people upset about the changes, but Starbucks is actually moving to a more generous policy...for customers who spend above a certain threshold.
What Starbucks' Loyalty Program Shift Means to You (The Access Loyalty Blog)
And that's what it boils down to: these changes show Starbucks going all-in on their ideal customer. That isn't the one who grabs a small drip black coffee to go, even if that guy's a daily regular. These changes are looking to reward the customer who orders the massive drink with twelve modifiers, or the customer who's grabbing some pastries with their coffee, or some Starbucks branded groceries. Those customers will be able to get to their free drinks much faster.
And as we point out in this article, the $3 per visit customer will still get their free drink, just in 18 visits instead of 12. If they want to get the freebie more swiftly, then they'll need to add on a bagel or one of those things with salmon and cheese every time.
Most Americans not spending refunds (Chain Store Age)
At least, that's what they're telling the NRF. There'll be plenty of people whose hearts will turn to big screen TVs or vacations once they have the check in hand. We're willing to bet that there will be a large percentage of people who will use it to pay down debt or invest it in their savings. People (Millennials in particular) are swimming in debt, and it's literally - yes, literally - causing us physical pain.
Large-scale brand loyalty survey shows Apple tops the list in laptops, tablets and smartphones (9-to-5 Mac)
People in the loyalty world know the "large-scale brand survey" to be Brand Keys, which released their annual list of the most beloved brands. We'll offer our own analysis next week, but in the meantime, here's the link to a PDF of the winners of each category.
Arby’s Offering A Vegetarian Menu… For One Day Only (Consumerist)
It was either this story, or two others about airline passengers finding their seats/bags soaked in urine. Today, in this forum, promotional stunts win out over airline employee hijinks.