Tata Starbucks Revamps Rewards Programme With New Reserve Tier
Tata Starbucks has introduced a new Reserve tier to its Starbucks Rewards programme, offering faster Star earnings, lower redemption thresholds and additional member benefits.
SociapaHQ
Tata Starbucks has revamped its Starbucks Rewards programme with a new three-tier membership model, which includes a new premium Reserve tier in addition to the existing Green and Gold levels.
The loyalty program has been updated to speed up reward earning, lower redemption requirements and provide a wider range of benefits to enhance the customer experience.
The new programme sees customers start in the Green tier, earning reward points, called Stars, on eligible purchases. Members earning 1,000 Stars in a year will be upgraded to Gold status and members earning over 5,000 Stars a year will qualify for the new Reserve tier.
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Rewards Upgrade:
Members of the reserve will be issued with a black membership card, personalised with their name and the year they joined the programme.
Tata Starbucks has also altered the rate at which members earn Stars. Green members earn 1 Star for each ₹10 spent, Gold members earn 1.2 times the standard rate and Reserve members earn 1.3 times the standard rate for each ₹10 spent.
The company has lowered the thresholds for reward redemption, allowing customers to redeem benefits with fewer accumulated Stars. All tier members will also be entitled to personalised offers, birthday rewards, milestone benefits, Double Stars Days and exclusive promotional offers.
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Customers advance through the membership tiers to unlock additional perks such as Free Customised Mondays (one free beverage modifier on handcrafted beverages), faster Star earning, exclusive merchandise, curated coffee experiences and invitations to select events.
“The updated rewards programme is designed to make it easier for our customers to earn and redeem rewards while offering more personalised benefits across different membership levels,” said Adrit Mishra, Chief Operating Officer, Tata Starbucks, commenting on the revamped programme.
