On June 20th, Starbucks China announced another upgrade to the membership system of the Star Enjoyment Club.
The Chao News reporter learned that this upgrade not only breaks the circle for the first time by partnering with Hilton Group to jointly innovate the membership experience, but also adds a Diamond Star membership level for the first time, which can unlock limited benefits such as birthday exclusive gifts and free bakery experience.
Many coffee enthusiasts are not unfamiliar with Starbucks membership levels and star rules. Prior to this, Starbucks membership levels were divided into Silver Star, Jade Star, and Gold Star, each corresponding to different level privileges. Now, Gold or Jade Star members who accumulate over 100 points of growth value each year will be upgraded to Diamond Star members. At this point, the membership level of Star Enjoy Club will be upgraded to 4 levels.
The first round of Diamond Star Member Gifts and Services includes: Diamond Star Order Express, Diamond Star Birthday Exclusive Gifts, and Diamond Star Exclusive Coffee Journey. After becoming a Diamond Star member, you don't need to pay extra stars or fees to make an appointment to enjoy the "Coffee Fantasy Park" Starbucks Selection Shanghai Baking Workshop. Accompanied and explained by a coffee master, you can immerse yourself in the experience of "from a green bean to coffee in a cup", taste the workshop's limited drinks and cakes, and receive a complimentary souvenir gift.
New Diamond Star membership level added
Exclusive benefits for Diamond Star members
Starbucks has broken through the circle for the first time by partnering with Hilton Group, which has also allowed its membership rights to break through the circle and receive more benefits and upgrades beyond the coffee experience.
Starting today, members of both parties can join each other's membership system through their respective apps and other channels, and enjoy multiple unique benefits. For example, customers who become joint members of both parties and register to participate in the Starbucks Double Star program through Hilton's official channels will enjoy double star rewards during their stay at designated hotels under Hilton, designated Starbucks stores, and online consumption; All Starbucks Gold Star and Diamond Star members can receive Hilton Silver membership and enjoy delayed check-out benefits after registering or binding to Hilton Honorary Guest Club members through joint membership activities (depending on the hotel accommodation situation on the day).
Exclusive privileges for Starbucks Hilton joint members
This membership system upgrade has also added a new star redemption mechanism and gameplay, allowing each star to be redeemed and "activated".
In addition to the well-known "9 stars for a designated medium cup beverage" and "1 star for an upgraded cup, an additional concentrate, and a pump of syrup for customized needs", the new Star Club redemption mechanism also adds two levels of redemption: 3 stars and 5 stars, which can be exchanged for different levels of beverage discounts, special stars for free shipping, and other good gifts, allowing stars to be more flexible in their use.
New Star Exchange Benefits
One star can also bring a big surprise. Participating in the newly added "Star Opening Lottery" has the chance to win up to 888 stars, which is equivalent to nearly 100 drinks in hand. In addition, people with stars can also participate in the "Star Movement Market" online, exchanging stars for quality living gifts; Or participate in the "Star Chasing Station" activity to unlock various creative peripherals.
Since the first launch of the Star Club membership system in 2011, Starbucks has undergone several upgrades.
Data shows that as of March 31, 2024, the 90 day active membership scale of Star Enjoy Club has exceeded 21 million, reaching a historical high. The total number of registered members continues to grow, exceeding 127 million. In the second quarter of fiscal year 2024, sales from members continued to grow, accounting for up to 75%, also reaching a historic high. Various data indicate that the "membership model" is becoming a new moat for the Starbucks brand.
"This is the most self breaking upgrade since the establishment of Starbucks Club," said Liu Wenjuan, Executive Vice President and Co CEO of Starbucks China. "Whether it's loyal customers who have been with us for many years or new members who have just joined, every celebrity is a friend we cherish immensely. How to enable them to exchange stars for the desired 'star style life' is the biggest driving force that drives us to constantly innovate Starbucks Club. Today's' breaking the circle 'is just the beginning. In the future, we will continue to break through Starbucks' ecosystem, work together with more like-minded brands, and create the good gifts and services that everyone truly loves."