The Big Fat Marketing Blog

Almost exactly a year ago, I wrote in this blog that I didn’t think Starbucks’ then-new Gold loyalty program offerred enough in the way of benefits beyond the basic rewards card. As I pointed out at the time, while a $25 annual fee got you the Gold card and a 10% discount on everything, I didn’t think the great mass of users would find those price savings worth the pretty hefty up-front fee. Even those who know they’ll spend that much on Starbucks coffee in a month or two, I thought, would balk at laying down $25 bills and then amortizing it at 10% a double-shot.

Well, paint me blue and call me Karnak, because 12 months later, Starbucks have come around to my way of thinking. Now if I can just persuade other holdouts to heed my advice, from the new management of the Cubs to the folks who invent flavors for Ben & Jerry’s, this would be a much better world. more

Almost exactly a year ago, I wrote in this blog that I didn’t think Starbucks’ then-new Gold loyalty program offerred enough in the way of benefits beyond the basic rewards card. As I pointed out at the time, while a $25 annual fee got you the Gold card and a 10% discount on everything, I didn’t think the great mass of users would find those price savings worth the pretty hefty up-front fee. Even those who know they’ll spend that much on Starbucks coffee in a month or two, I thought, would balk at laying down $25 bills and then amortizing it at 10% a double-shot.

Well, paint me blue and call me Karnak, because 12 months later, Starbucks have come around to my way of thinking. Now if I can just persuade other holdouts to heed my advice, from the new management of the Cubs to the folks who invent flavors for Ben & Jerry’s, this would be a much better world. more