Starbucks yesterday announced a new version of its iOS app, featuring an overhauled design that aims to offer a more personalized experience for its customers and highlight the benefits of its loyalty program.
A new homepage for the app puts the company's Stars rewards front and center, enabling users to keep track of how many stars they've accrued and redeem them more easily.
Collected stars are displayed via an interactive Stars screen that shows customers how close they are to their next reward and allows them to use their finger as a "magnet" to create their own constellations.
The new homepage also keeps users regularly updated with personalized offers and displays live music track information highlighting what's "Now Playing" in Starbucks stores.
The update introduces the option for members to redeem rewards and offers through its Mobile Order & Pay platform, which was introduced in the United States in September 2015. Members were unable to redeem rewards through the app until now.
However, stars are now earned by how much customers spend in stores, rather than how often they make purchases. The change translates to two stars for every dollar spent, instead of one star per visit, which means customers will have to spend $63 more to qualify for a free reward.
Reward program tiers have also been reduced from three to two in the new scheme, meaning customers must earn more stars than previously in order to go up a tier.
Starbucks says its app is used by 17 million people and Rewards members can expect more features soon, including the ability to earn Stars outside of Starbucks.