Agreements with companies such as Spotify, The New York Times and now Lyft open a new source of revenue for the Seattle coffee giant, which sells its loyalty points to the partnering companies.
Starbucks is adding car service Lyft to the short list of companies whose customers can earn Starbucks “stars” — the latest sign that the coffee giant is extending the reach of its rewards program well beyond its corporate bosom.
The move comes just a day after Starbucks announced a digital partnership with The New York Times, in which subscribers to the newspaper would also be able to earn Starbucks loyalty points, the so-called “stars.” And in May, music service Spotify struck a similar deal with the Seattle company.
These agreements open a new source of revenue for the coffee giant, which sells its loyalty points to the partnering companies. Starbucks executives say that other companies can boost their own businesses by doling out the points, which clients can trade in for Starbucks products.
In the latest agreement, Lyft drivers will also be able to receive Starbucks gifts from customers using the Lyft app as a sort of tip. The companies also said they would explore providing a transportation-to-work benefit for Starbucks employees in one test market later this year.
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