NEW YORK (AP) — Starbucks is offering a novel perk to get more people to sign up for its loyalty program: letting members earn points when they buy bags of its coffee at supermarkets.

The Seattle-based company said at its annual meeting Wednesday that the new perk will roll out in May. Adam Brotman, Starbucks’ chief digital officer, noted during a presentation that the loyalty program is important because it helps the company collect “good customer insight” that can be used to better tailor online advertising.