By The Nation
The “Pay with Points at Starbucks” programme was introduced on Monday (June 19) at the Starbucks Reserve Experience Store at All Seasons Place in Bangkok.
Sandeep Batra, head of credit cards and loans at Citibank Thailand, and Murray Darling, director of Starbucks Coffee (Thailand), explained the benefits customers will derive as the two firms jointly strive to meet the modern consumer’s lifestyle needs.
Starbucks regulars who have Citi cards can now earn Reward points when buying coffee, food and merchandise. They’ll get an instant cash rebate when paying with any type of Citibank cards – Citi Ultima, Prestige, Select, Reward, Reward Visa, Reward MasterCard, M Select, Classic or Makro.
With every purchase or top up at Starbucks using a card, they’ll receive an SMS to turn their points into cash.
The SMS with a link will be sent to their registered phone number. Click the link within 24 hours and follow the process to join in the programme. Card members can check their redemption in the next statement or at Citibank’s website.
“We want to be part of our customers’ lifestyle,” Citibank’s Batra said. “We believe that Starbucks is an iconic brand and, from a strategic point of view, people love both Starbucks and Citibank, so they should be able to use their points flexibly at any Starbucks locations – we have almost 300 stores in Thailand.
“For our millions of customers, we want to offer different way of paying for coffee,” he said. “Thais love innovation, and the products we launched with Citi Line Connect four months ago are enjoying very high usage.
“Thais are responding to new technology faster than ever before. They’re constantly looking for new things, and we believe being innovative is part of Citibank’s DNA. We always strive to be ahead of ourselves.”
Starbucks is the bank’s first partner in “Pays with Points”.
“We will soon work with other partners, the best in their respective categories, but always in line with our customers’ lifestyle aspirations,” Batra said. “Throughout the year there’ll be more innovations coming.”
Darling said Starbucks enjoys offering different methods of payment amid the trend away from a cash society. It has its own credit card and a mobile app.
“Now with Citibank we’re providing something totally new. I’m not aware that this is available yet in other country, not even the United States.
“But Thais love this sort of thing, getting rewards through redemption points. So what’s better than getting your routine Starbuck’s coffee? It’s a perfect match. We’re making it easier for customers to pay, with a diversity of options still to come, and have a cup of coffee morning, afternoon or whenever they have a break.
“I think this programme really fits the consumer lifestyle these days. People love using their phone to pay, redeem credit or take a selfie with their coffee in just the right atmosphere.”
“This also fits very well with Thailand’s plans for a digital economy,” Batra added. “You won’t have to carry paper credit vouchers around anymore. This is easy, convenient and really fits the lifestyle.”
Find out more at www.Citibank.co.th/thankyou.
Also new at Starbucks is Nitro Cold Brew, which infuses the chain’ signature cold brew with nitrogen for 14 hours to produce a satisfying, aromatic and smooth crafted coffee.
Served without ice, straight from the tap, it has a velvety, creamy, beer-like texture. The clean taste of the blend used is maintained, ensuring a cup of cold coffee that’s true to its origin.
Nitro Cold Brew is available at Starbucks All Seasons Place (Experience Bar) and Starbucks The Street.