Role: Creative direction

Starbucks has very loyal customers and a current members base of 10.3 million. The loyalty program aims to make customers feel appreciated, surprised and delighted.

The loyalty program is more than just a coffee punch card. It offers member perks like exclusive events, Bonus Star campaigns and gamification, the ability to order, pay ahead and skip the instore line, offers based on customer preference and purchase habits, and member appreciation campaigns.

Every touch point is focused on either acquisition, education or engagement. Email communications are highly segmented, allowing Starbucks to deliver a customized and personal experience to each customer. This helps to deepen the relationship between the customer and brand.