The 'My Starbucks Reward' programme offers customers a number of benefits, as Starbucks increases the competion against high-street rivals such as Costa Coffee.
These include offering customers a free drink for every 15 visits, when customers make a purchase. Starbucks staff will explain the benefts to customers.
With 50 visits, customers upgrade to the top level of membership and will get further benefits including free espresso shots and whipped cream.
All existing prepay members will automatically become Gold members.
The launch is being supported by press ads and in-store activity.
Separately, Starbucks is extending the use of its iPhone app from today to allow customers to pay via their smartphone, by swiping their phones at the till.
It will be followed by an Android app later this year.
Starbucks has unveiled a number of digital initiatives in recent months, as it bids to capitalise on consumers' increasing use of technology, such as smartphones and computers.
The UK launch of the transaction app follows its launch in the US.
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This article was first published on marketingmagazine.co.uk