Case
Starbucks
Starbucks' fiscal 2025 10-K describes the Starbucks Rewards programme tied to payment and app ordering. A fit for discussing loyalty schemes as a data source for personalisation.
- Industry
- Coffee retail (global)
Frameworks applied
This case is read through the frameworks below.
- Data-driven marketing loopWhen a marketing team holds plenty of customer data yet still decides on gut feel, how can it link collection, analytics, automation and testing into one continuous loop?
- Personalisation versus customisation: two five-stage processesWhen a marketing team designs one-to-one offers, should the firm personalise them from customer data or let customers customise the offer themselves?
- Three forces behind subscription growthWhen weighing a move to subscription selling, what should a business owner understand about the technology, customer preferences and business benefits driving its spread?
Sources
References
Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.
- Dorotic, M., Bijmolt, T.H.A. and Verhoef, P.C. (2012) ‘Loyalty programmes: current knowledge and research directions’, International Journal of Management Reviews, 14(3), pp. 217–237.doi:10.1111/j.1468-2370.2011.00314.xSource page
- Starbucks Corporation (2025) Form 10-K for the fiscal year ended 28 September 2025. U.S. Securities and Exchange Commission.No DOIsec.govSource page