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Starbucks Tweaks Loyalty Program

The coffee giant, operator of one of the most successful loyalty programs around, is changing its rewards protocol in April. Customers will be rewarded for dollars spent rather than number of visits. The company says the move is designed to add more members to the program which currently has 11 million active members. Fewer than one in six of Starbucks’ 75 million monthly visitors belongs to My Starbucks Rewards.

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