Starbucks seeks to double global Rewards members within next five years

As part of its new long-term growth strategy, Starbucks unveiled a new phase in the acceleration of its digital flywheel. Strengthening its digital leadership with a strategy aimed to: Double global Starbucks Rewards with another 75 million members – the company’s most frequent customers – within the next five years; Building on its highly successful program with Delta Airlines, the company also intends to extend the benefits that Starbucks Rewards provides to existing and new customers with additional ‘Rewards Together’ partnerships – with a financial institution and a hospitality partner – within the next 6 months; “Starbucks has direct, digital relationships with hundreds of millions of customers,” said Brady Brewer, executive vice president and chief marketing officer. “Our ambition is to know every customer, personalize their experience and make Starbucks effortless. We have a clear and compelling roadmap, the acceleration has already started, and we will extend our digital leadership globally.” In addition to extending its digital and tech leadership through personalization and customization, the company is resetting its tech architecture, accelerating the introduction of new features, building on its distinctive Deep Brew platform capabilities. Starbucks also announced three new technology collaborations it intends to execute in order to enhance the customer and partner experience: The partnership with Microsoft will extend through collaboration in its innovation lab to marry industry leading generative AI capabilities to take product development and personalization to the next level; Collaborating with Apple products in our first Green Apron Innovation store to experiment and refine technology to assist partners across the globe; Reimagining the customer in-store experience with Amazon One and Just Walk Out technology.