Customer Royalty Card @ Starbucks custom essay

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In May 1998, Starbucks successfully entered the European market through its acquisition of 65 Seattle Coffee Company stores in the UK. The two companies shared a common culture, focusing on a great commitment to customised coffee, similar company values and a mutual respect for people and the environment.

Most of Starbucks competitors are providing royalty card to customer. Costa has customer points card system. Caf Nero has 10th cup is free stamp card.

Many customer are wondering why Starbucks cant have same system, and as a result, they are losing their customer to competitors.

Now, Starbucks management is considering to adopt customer royalty card. But, will it worth it?

As a senior consultant, you need to suggest whether Starbucks needs to provide same service to customer.

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