Starbucks expanding loyalty program beyond cafes

| Thursday, March 21, 2013, 12:01 a.m.

Starbucks is offering a novel perk to get more people to sign up for its loyalty program: letting members earn points when they buy bags of its coffee at supermarkets.

The Seattle-based company said the new perk will roll out in May. Adam Brotman, Starbucks' chief digital officer, said the loyalty program is important because it helps the company collect “good customer insight” that can be used to better tailor online ads.

Starbucks Corp. had announced the move to let customers earn points through branded retail products late last year but hadn't said when it would be available. Customers would have to go online and enter a code on the Starbucks coffee bag to get their point.

The program will expand in the fall to other Starbucks products sold in supermarkets, but the company hasn't specified which ones.

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