Starbucks Rewards

Starbucks’ well-loved and famously lucrative rewards program, Starbucks Rewards, was in danger of becoming stale and needed a refresh. R/GA Portland was tapped to conduct the research and design the new version of the rewards program. I led a strategy team in conducting qualitative and quantitative research to determine the emotional and practical drivers for customer participation in the program. The results were implemented in the new Rewards.

Results: According to the Harvard Business School, it’s gone very well for Starbucks.