Ch. 17 - Personal Selling and Sales Management

Retaining Loyal Customers

Starbucks Rewards Card

In order for Starbucks to retain its customers they offer a Starbucks Rewards Card that can save the customer money. The rewards program has 3 different levels that each customer can level up to to continue to receive better benefits. Customers can simply continue to reload their cards in store or do it through the "Starbucks" mobile app to keep up with their stars and balance. Recently, Starbucks has changed the Starbucks rewards to the picture below. 

Personal Selling 

Starbucks are using personal selling business. Starbucks main purpose is to sell coffee drinks and good services. It is more like direct communication between a salesperson and individual customers. Baristas of Starbucks can communicate with their customers one to one and answer questions their customers had, and tell the differences between different type of coffee drinks. Selling coffee drinks are mostly short term sales, it is focus on products delivery and sales follow-up is short term.