Our customers don't expect us to fulfill their every need. However, they appreciate when we recognize their needs beyond our business. Starbucks has actually been bringing the news with the morning coffee for some time, but this new partnership has the most synergy. Complimentary products make the best partners.
Loyalty360: Loyalty Lessons from Starbuck's New York Times Rewards, 2015-Aug-31
We sat down with Joe Pino, Director of Client Success at Clutch, who works with an array of leading brands to design and execute customer loyalty strategies to get his perspective on the Starbucks / New York Times loyalty partnership.
Q: What are overall thoughts on Starbucks delivering New York Times content as a loyalty perk?
JP: In a lot of ways this partnership makes a lot of sense; not because they’re two major brands, but also because of the synergy it delivers. Our team is always advising our clients to deliver relevant experiences to customers beyond mere discounts or specials.
The news and coffee go together like bacon and eggs. Given the general nature of a Starbucks loyalty member grabbing a coffee, often en route to work, it provides relevant value to deliver free access to the New York Times and gives the paper added exposure for upsell opportunities and Starbucks and additional value-add for their loyalty program. It also will presumably widely engage the mobile channel for consumers, which has been at the core of Starbuck‘s strategy.