So I was curiou s about Starbucks recent decision to go with the Gold Card.
I pulled this post off of my starbucks idea. A place where anyone can submit an idea or comment on Starbuck's corporate strategy. http://mystarbucksidea.force.com/ideaView?id=08750000000599nAAA
"I am a Gold card holder. If I purchase one item ie: iced grande soy latte, using a standard registered starbucks card I would receive a $.40 credit for the purchase. However, using my Gold Card today I only received a $.36 credit (10%) on the total. Why doesn't the Gold Card discounts equal the 'standard' card discounts on small purchases? If the Gold Card is for the "most frequent customers" why then do we need two cards? Can't the computers give us the same credits for soy, extra shots, syrup as the standard cards while still recognizing "the most frequent customers" with the 10% on other instore purchases? "sbx_kema's" attitude is that we, who have a gold card have to stop and decide which card to use for this transaction or that transaction is really cold; not the kind of customer friendly language we received in the Gold Card literature. It was not made clear to me that we would need a standard card along with a Gold Card. If I place money on my Gold Card why does it not function like any other card on those days when I need only to purchase drinks? I am a daily Starbucks customer who was recognized by Starbucks with a gold card.
In sbx_kema's words "When we launched Starbucks Card Rewards, we heard from many of you that you weren’t able to take advantage of the benefits. We created Starbucks Gold with our most frequent customers in mind who are looking for everyday savings on everything from espresso beverages to espresso machines." I read, "From expresso beverages to expresso machines" And that is why I am writing...."
In sbx_kema's words "When we launched Starbucks Card Rewards, we heard from many of you that you weren’t able to take advantage of the benefits. We created Starbucks Gold with our most frequent customers in mind who are looking for everyday savings on everything from espresso beverages to espresso machines." I read, "From expresso beverages to expresso machines" And that is why I am writing...."
So I guess that means that they want me to buy more expresso machines because I make that purchase on a regular basis, right? If I were buying an expresso machine I would probably go to Cosco or Walmart becuase I know I am going to get the best deal. Not sure I agree with the current strategy. It appears to have alienated and confused their current segment that already own a card. Oh my Starbucks...we are closing stores and trying new card ideas. What's next?
