My Starbucks Rewards
In 2009, Starbucks launched My Starbucks Rewards, a mobile loyalty app that feature a fast way to pay and an incentive system to promote repeat visits. They utilize virtual points and virtual badges as rewards.
The My Starbucks Rewards system rewards users with a gold star every time they use the mobile app to pay for a transaction. When the user reaches the first milestone of 5 stars, that user is immediately rewarded with a “Green Level” status and is granted a special perk of being able to receive free refills on coffee or tea purchased that day. There are also more benefits when users reach the gold level at 30 stars, one of which being a customized gold card to indicate status.
Starbucks employs game mechanics such as progress bars, leveling, and rewards as incentives within their loyalty program, motivating members to register and spend their gift cards to receive bigger and better benefits with every purchase. Starbucks calculated at the close of 2012’s first fiscal quarter, one-in-four people use their My Starbucks Rewards when purchasing a drink.