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Starbucks customers will soon be able to earn loyalty points at the grocery store.

Starting in May, customers can put their Starbucks packaged-coffee purchases bought in grocery stores toward their MyStarbucksRewards, allowing them to redeem points for food and beverages at Starbucks locations. The program is expected to expand further into the grocery aisle with other Starbucks products –presumably Frappuccino bottles and the like — later this fall.

Adam Brotman, chief digital officer at Starbucks, announced the program at the company’s annual shareholders meeting, calling it the world’s first “cross-channel multibrand loyalty program.”

Continue reading at AdAge.com