MarketWatch

Starbucks changed its rewards program — now what?

Starbucks changed its rewards program — now what?

  • 2016년2월26일
  • 읽기 소요시간

MarketWatch

Starbucks changed its rewards program — now what?

According to Rob Markey, the global leader of Bain & Company's Customer Strategy & Marketing practice, generous rewards programs can be costly for companies, so if they determine that the program isn't also creating value for the company, continuing the programs may not make sense. Plus, since companies are competing with one another's rewards programs, they may reach a point when they can no longer keep up with the continual one-upping, he said.