Starbucks is a truly iconic loyalty program, credited with driving over 40% of store sales in the USA. 

2019 saw some major changes and improvements to the program, with a flatter structure and increasingly accessible rewards starting from just 25 stars! 

Listen to this article to hear the most recent loyalty innovations from a brand that has successfully recruited over 16 million members to its program - with a clear strategy focusing on convenience, comfort and connection. 

Show Notes: 

1) Article - Starbucks Rewards loyalty program

China is Starbuck's most important international market, so the August 2018 announcement of a strategic partnership with the country's leading online platform, Alibaba was big news.  

Described as "rocket fuel" for growth, this article explains the three key pillars expected to drive growth between the partners as competition intensifies in the Chinese retail coffee market.

Listen to the latest episode of Liquid Barcodes Live Loyalty Podcast to hear us discuss the digital, delivery and data benefits expected from this globally-significant partnership. 

Show Notes: 

1) Starbucks China - Partnership with Alibaba

The Shell Driver's Club was an iconic UK loyalty programme with over 1.5 million members being rewarded for their fuel purchases, however in 2019, it was closed down and replaced by an exciting NEW strategy and a target to achieve double the membership to 3 million members. 

This new loyalty sub-brand is called "Shell Go+" and it offers an entirely new approach focused on driving purchases from Shell's full range of products and services in store, rather than simply fuel. 

This episode of Liquid Barcodes Live Loyalty podcast discuss the new value proposition Shell UK has chosen in this massive market to entirely replace its previous points structure and discusses the benefits and reasons for it, as well as some of the trade-offs that inevitably result. 

Go+ is expected to be rolled out as the new digital loyalty programme globally to enable Shell connect and learn about its customers preferences so this is a great episode to listen and learn all about the latest loyalty strategy from Shell UK.

Show Notes:

1)  Shell UK's Digital Loyalty Programme

Tim Horton's is a coffee-led restaurant brand with over 4,800 stores worldwide. 

In 2019, the brand finally launched "Tim's Rewards" - their loyalty programme for Canadian and American customers. 

This article discusses their loyalty strategy which is based on rewarding frequency and visits to stores rather than customer spend, and offers more varied rewards to customers including baked goods as well as hot drinks to differentiate their programme. 

Listen to this week's episode of Liquid Barcodes Live Loyalty podcast to hear how Tim Hortons are leveraging C-Suite support to set themselves an ambitious goal of 100% adoption of their loyalty programme by customers. 

Show Notes: 

1) Tim Horton's Digital Loyalty Programme article 

KFC China is one of the most exciting digital loyalty programmes we've seen to date, led by a powerful strategy that has transformed every aspect of their business. With over 120 million members in just three years, KFC China has created an award-winning digital platform that supports orders, payments, deliveries and eGifts, as well as exclusive offers, coupons and promotions. 

Leveraging its global brand, KFC China also adapted to local needs and embraced gamification as a way to engage with the country's 564 million gamers in a way that excites them, partnering with the most compelling content providers to create exclusive content for customers. 

Listen to this episode to Liquid Barcodes Live Loyalty podcast to hear one of our favourite case studies on achieving true customer loyalty in a digital world. 

Show Notes: 

1) Article on Liquid Barcodes about KFC's Digital Transformation and Loyalty Programme

2) Video Review of League of Legends Partnership

Valora is a leading Swiss convenience retailer with over 2,800 stores that has been trialling some exciting ideas in its innovation lab in Silicon Valley, exploring the potential of digitally connecting homes and stores as "the ultimate convenience". 

One example is it's "ok.-button", which offers one-click ordering for consumer's directly from their homes, a truly pioneering innovation promising the power and convenience of auto- replenishment for connected consumers who embrace the concept of an "intelligent home."

Listen to this episode of the "Live Loyalty" podcast to hear these exciting ideas from one of the industry's recognised pioneers in innovation. 

Show Notes: 

1) Connected Homes – The Ultimate Convenience? - Loyalty Article 

Burger King is a powerful global brand and in 2019, it launched an innovative coffee subscription concept in selected US stores for just $5 a month. 

This episode discusses this coffee concept compares to other subscription offers as another way to tempt customers to visit its stores daily, as well as some other powerful marketing techniques we've seen from Burger King in the US market in recent years.

Listen to this week's episode of Liquid Barcodes Live Loyalty podcast to hear how Burger King USA is leveraging digital to drive its business in its home market. 

Show Notes: 

1) Burger King Subscription Loyalty Concept - Article 

With use of mobile phones and social media platforms increasing all the time, concerns are rising about the impact of this behaviour on our mental health. 

While no one would dispute the incredibly powerful benefits of smartphones, one company is hoping to help us balance our relationships and practise some "digital dieting" from time to time. 

Whether to study, work or simply be present with friends and family, this loyalty platform called "Hold" is incentivising positive behaviour in a unique and powerful way. 

Listen to this episode of our podcast to hear all about this innovative idea that benefits users, brands and retailers alike.

Show Notes: 

1) Loyalty With Purpose - article 

2) Hold.app 

In the highly competitive retail fueling industry, it's hard to differentiate and delight customers but one brand consistently doing this is "Cumberland Farms" - a regional business in the North East of the USA. 

With over 600 stations, this family business has succeeded in developing some award-winning concepts and some innovative ideas such as its "cup-scription" program.

Listen to this episode to learn how Cumberland Farms is becoming the brand that US consumers say they "always choose to use" - using simple, consistent and generous programs that truly matter to customers. 

Show Notes: 

1) Americans' favorite fueling stations

Tesco's Clubcard programme is one of the oldest and most iconic loyalty programmes in the UK with over 17 million members. 

In late 2019, it announced the addition of a new option - "Clubcard Plus" - a subscription-based loyalty programme offering unique benefits for a fixed monthly fee. 

Listen to this episode of Liquid Barcodes' podcast to hear the range of benefits offered to Tesco UK's consumers and our view on its potential for success.

Show Notes: 

1) Tesco UK's Subscription Strategy