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Playout Intelligence

Customer Intelligence the Starbucks Way

I received a Starbucks gift card today from a company I better not name here. They come customized with logo, very neat. However, there was something funny about it… is someone tracking my whereabouts?

Starbucks Corporate Programs

Starbucks Corporate Programs

As you might know, the “Starbucks Rewards Cards” have a long number on the back to identify the card, as well as a PIN number that you have scratch free. If you log into your Starbucks account, you can enter your card number and PIN, set it to automatically reload, and … track your purchases.

It’s an interesting customer intelligence and tracking idea. The card I received had the PIN already scratched off. So either they want to do me a favor and are going to reload the card for me with the ‘automatic reload’ function whenever I run low on (star)bucks on the card, or they can track my spending habits, as you can see from my current reward card below:

My Starbucks Rewards Card History

My Starbucks Rewards Card History

And the company did indeed already register the card, as I couldn’t add the card to my existing account. Now I could take the 25 Dollar that are on there and bury my privacy concerns.

But I had a better idea: I donated the card to the local homeless person, maybe he has lifelong free coffee now :)

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