Starbucks South Korea offers incentives using own cups
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Starbucks South Korea says the number of customers bringing their own cups to the store leapt 24 per cent in just one month. The boost is the result of its ‘Eco Bonus Star Program’ aimed at reducing waste and improving consumer awareness of sustainability issues. Through the Eco Bonus Star Program, customers of Starbucks South Korea can collect additional ‘stars’ – or bonus points – by bringing their own cups to cafes. The stars can be used for discounts and other benefits.
Customers can choose to receive an immediate discount of 300 won (US27 cents) if they don’t want to collect stars.
Starbucks said that, compared to 970,000 customers who brought their own cups in October, more than 1.21 million customers brought their own cups in December, the first full month of the program.
Two-thirds of customers chose to save up stars, rather than receive the discount.
“More than 1.81 million additional stars were given to customers just 50 days after the Eco Bonus Star program was implemented,” said Starbucks.
“Gold members for My Starbucks can get a free drink for 12 stars, which also likely encouraged more customers to bring their own cups.”
More than 8 million customers have brought their own cups this year, twice as many as last year.
Questions & Answers
Q.What is the primary goal of the Eco Bonus Star Program?
What is the primary goal of the Eco Bonus Star Program?
The programme aims to reduce waste and raise consumer awareness of sustainability. It rewards customers with extra 'stars' or an immediate discount for bringing their own reusable cups when they make a purchase.
Q.How did customer participation change after the programme started?
How did customer participation change after the programme started?
The number of customers using their own cups increased by 24 per cent in one month. In December, the first full month, 1.21 million customers brought their own cups, up from 970,000 in October.
Q.Which incentive did most customers prefer, stars or an immediate discount?
Which incentive did most customers prefer, stars or an immediate discount?
Two-thirds of customers opted to save up 'stars' rather than taking the immediate 300 won (US27 cents) discount. This suggests that collecting points for future benefits was more appealing.