Introducing a New Product? Pair It With Old Ones
Last month, Starbucks introduced its take on a "flat white," Australia's unofficial national beverage.
Along with promoting its new item on its menu boards and on its website (screenshot below taken from the Way Back Machine), Starbucks put its marketing team to work and came up with a new promotion coupling its already popular items (breakfast sandwiches and brewed coffee) with the flat white to encourage its most loyal customers (those with registered cards/apps) to try the beverage.
If customers with registered cards/apps try the flat white, any brewed coffee and a breakfast sandwich before March 2, they get eight bonus stars (15 stars will get users a free drink/food item). Not only is Starbucks successfully getting loyal customers to try its new product, but it is also getting them to buy others as well. Sure, they offer eight bonus stars in return, but Starbucks keeps encouraging purchases because more stars will be needed to achieve the next reward. Stick meet carrot.
Interested in creating a loyalty program for your brand? Check out, "Web Only Loyalty Programs."