Starbucks Loyalty Card Goes Global

Posted by Daniel Workman Dec 7, 2006

The 15 million loyalty cards sold during last year's holiday shopping season produced almost $170 million in revenues for Starbucks once they were redeemed. Those cards accounted for 12% of the company's North American revenues for the holiday quarter, surpassing management expectations.

Sales in North America excelled such that Starbucks launched its loyalty card in selected overseas markets.

Early last month Starbucks began offering its loyalty card in the United Kingdom. Customers bought so many cards that the company had to more than double the number of cards in the initial batch to keep up with demand.

Starbucks also made its card available in Japan, Germany, Greece, Australia and Thailand.

Although international sales statistics are not available, the Associated Press reports that Starbucks is pleased with how well its card is selling in overseas market. So much so that the American coffee giant plans to expand its loyalty card into other countries, although Starbucks isn't saying where or when.

If the 12% boost in North American revenues last year is any indication, Starbucks global sales should pick up respectably in the current holiday season and into the new year.

There are no reports on whether copycats are counterfeiting Starbucks loyalty card like has happened with other Starbucks' brand items. Wendy's, McDonald's and Burger King have all followed Starbucks' lead and are offering customers reloadable convenience cards.