Starbucks' Card Lured Me In

Starbucks is interesting to watch. Never fail, they've always got some new, innovative test going on in-store. And not just drinks, of course. By now, the whole Starbucks music craze--from Hear Music to Artist's Choice albums--just feels natural. For its next trick, the coffee shop is on to movies, specifically, the promotion of "Akeellah and the Bee--makes me want to see the movie.

Anyway, I was PRE-PAYING for a coffee card the other day (isn't it amazing that they've convinced us to this?!), and my card came with a simple sticker that read: "Register your Card at www.starbucks.com/card. You don't have to register to use it (I appreciate this clarification as many companies fail to be so straightforward), but it lets you protect the balance (nice to know as my wallet and junk drawer are filled with all types of plastic from kids' gifts and beyond. I never know which is empty, loaded, etc.) and receive joyful (get that -- JOYFUL –!) surprises year-round. I can't wait!

More specifically, I can't wait for Starbucks' next innovation. Maybe they'll learn that I'm fanatical about their chocolate covered cherries and decaf soy lattes.