On February 15, 2014, Starbucks will offer a new Starbucks card, designed to be exclusive and collectible, and show off the fun of MyStarbucksRewards with a fun MSR star pattern on it. It’s white with a gold pattern design on it. Each Starbucks store will only receive 25 cards and will not be able to re-order more of them.
The language on the card invites the person to register it and start earning rewards. “Just register it online to unlock its earning power.” There is something about this card that is confusing. It sort of looks like if you register it, you’ll immediately about at Gold Level card status. It does mention that you’ll get a birthday reward, and indicates you’ll be earning stars towards rewards.
About a week ago, I was visiting with an “official Starbucks spokesperson” at the SSC (Starbucks calls their headquarters the “SSC” or the “Starbucks Support Center”) and this card came up in discussion. The Starbucks spokesperson clarified that the card doesn’t unlock rewards at the Gold Level, rather a person has to start at the Welcome Level. I think that could cause a little confusion. When I first heard about this card, I too thought it unlocked rewards at the Gold Level. And I’ve heard many store partners mention that this is a “White Gold Card.” This is not an “Instant Gold” card.
Of course, once your Starbucks.com profile is gold, you can use this card as your gold card. Any card registered to your Starbucks.com card profile is automatically the level that your profile is at. I might start using this as my Gold Card because it is very pretty! All of this is a good reminder that you can never look at a person’s Starbucks card and have any idea what level of rewards the customer is at. You can earn Gold rewards with any card. You could have a Gold card and failed to go 30 times in a year to maintain gold – in that case you’d have a Gold Card only earning Welcome or Green Level rewards. You cannot look at a card and tell a person’s rewards level. You can register any card (including an Evolution Fresh card or Teavana card), and start earning perks.
I think the intent of the new white MyStarbucksRewards card is this: Store partners are supposed to offer the cards to frequent customers who pay with cash (or a non-Starbucks Card form of payment) to encourage customers to switch to MyStarbucksRewards, as the barista explains the many perks and offers a card that is bound to become quite collectible. That’s my guess at the thinking behind this card. If it were possible, I think it would have been a better promo if the card came pre-loaded with 10 stars, and the promo was something like, “We’re going to give you a running start on Gold with a collectible card since you’ve been a great customer …”
Conceptually, it seems like a nice idea to entice people to join MyStarbucksRewards with a card that looks very special and limited. My main concern simply is that this is the kind of thing that creates a frenzy with Starbucks card collectors and many of these cards will end up (and already are) on eBay.
If you register the card, and then pay by the Starbucks mobile phone app, this cards image will appear in your card library on your phone.
What do you think? It’s pretty and I think I’ll try to get one to start using as my Gold Card!
Edit: I ran into a store partner today who gave me a different perspective on this card. I suggested (as I mentioned above) that the card is designed to entice the top cash-paying customers to switch to MyStarbucksRewards, and this is one reason each store got so few. A store partner suggested that the purpose of the card is to “make it look like a club card” so that people who don’t understand that any Starbucks gift card works for rewards will feel as if they have a “Starbucks Club Card.” I like that theory too! Probably it’s a little bit of both idea. Under either theory, I think each store should have gotten more than just 25 cards.
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Very attractive card! I might try getting one. Only 25 per store? That sure seems like a low amount if their aim is to convert people to use SB cards.
Need this! Immediately! It’s really coming out on the 15th? A Sat. Is weird for Starbucks!
These cards are already on ebay.
I’ll have to stop in before work and snag one. Hopefully they will still have them at 6:15 am.
Hayley – I think this promo bridges from immediately after Valentine’s Day to the next big launch, which is 3-4. So this card is 2-15 to 3-3.
@KathyBard – I saw the some sellers have multiples to sell. It’s very sad. That’s one of my criticisms of this kind of thing – Starbucks tries to create an exclusive card for new MSR members, but they must know that they’ll create a frenzy with the card collectors, and many will end up on eBay.
I agree the wording was very unclear. All the materials they put out on this read as if this was an “Instant Gold Card”. The special handling reminds me of the original black card. While it doesn’t surprise me that they’re already on ebay, it is disappointing. Given the limited number, you’d think they could track where those came from.
Ooh, love this card! I hope I can get my hands on one!
@SnowWhite – I agree! In fact, I almost wondered if it was intentionally ambiguous. No where on the card could I find something that says “Congrats you’re now at the Welcome Level when you register this card” or something like that. I think it’s amazing how many are on eBay, and I think there will be some very disappointed customers if partners say “register this and you’ll be gold” and then that doesn’t happen for the customers.
Looks kinda boring to me, but Im not an abstract art person. Im lovin the horsey one I got this year. I made that my gold card and I use it all the time. Thats an awesome looking horse!
Oops I grabbed one to use as a bookmark yesterday…
Hmm, hope I can get out and find one around here! It does look nice.
I don’t understand the confusion, that card says nothing about Gold status whatsoever.
Here was my experience this afternoon:
Store 1: Showed them the picture. First they’d heard of it. “We do not have it. Probably March 1 with the next promotion.”
Store 2: Showed them the picture. They asked amongst the 4 of them working. No one had seen, heard or knows about it. “Maybe check back”
Store 3: Showed them the picture. They asked amongst the 3 of them working. No one had seen, heard or knows about it.
Store 4: Showed them the picture. “I have.” Gets out of the back-cabinet. “Looks like you start with gold status. Would you like one? Just need to activate it by loading it with money.”
store 5: Showed them the picture. Looks in a drawer. “Looks like these are them. Cool, you can start with gold status. Here you go. Would you like to load it with money here or online?”
It’s curious that so many are on ebay already. Starbucks employees selling them? Thankful I was able to get 2: one to use and one for my collection.
Good luck to everyone out there. Hope you get one.
Well, here’s my little experience. I think I saw these yesterday and looked like a promo thing (to join MSR) so didn’t pay much attention. Then was at Streets today ans way too busy totally LOVING my Clover Yergacheffe 🙂 so never crossed my mind.
Just called my regular store, most of the partners apparently knew nothing special about them but after looking around, found them (out) so asked a partner to put one aside for me to pick up tomorrow. All kind of oddd but does look pretty.
I would say the idea of these is to make people WANT to register a card. These are actually going to go out by the other cards near the front registers. I’d imagine that my store will be out in about 2 days when we put these out. If you want one, grab one from your local store fast! Just load it with $ and enjoy your pretty card.
Thanks for your research on this new card. Bummer that it’s being sold as an instant Gold card. I agree that they should at least load it with 10 stars to get your going.
I wouldn’t mind one of these cards, but I’m pretty happy with my black and gold Gold cards that I carry with me. I prefer the personalized touch.
These are confusing, I think because we *do* occasionally have instant-gold promos. I like your idea for the reasoning, Melody… but as a partner, I wish that there were a concise, standardized way to convince people to register a card. So many customers come through on a daily (or twice daily!) basis, and they would absolutely benefit from it, but the minute you say “card” or “starbucks card” or “you should register a card” they shy away. Even as an experienced partner, I have trouble getting people to understand that it’s not a credit card, that I’m not trying to trick them into anything, and that it really is in their best interest. I’ve seen new partners stumbling through a less-than-accurate explanation far too many times. I wish that dbob’s experience were surprising, but it’s sadly not.
@MistoGirl – I can totally see why this is confusing. I don’t see anywhere on the new white card where it says “Register this card and it unlocks Welcome Level rewards!” – It’s silent what level rewards it unlocks. If I’ve missed it, tell me!
And I wish partners knew more. I often feel like a lot of partners don’t do much to keep up on promos. I know there are workbooks but when is there time to read them? Actually, partners should have known about this card since January. I heard about this card in the middle of January when I partner told me what was in the workbook. I held off for quite a while writing about – I too felt confused and it was only after I spoke with an official Starbucks spokesperson that I felt like I knew enough to write about it.
Oh and thank you for finding this blog! Hope you’ll subscribe – put your email address in the right side column of the blog, if you haven’t already. Thanks again.
And I wish dbob’s experience were rare but I know it does happen!
There are lots of good comments in this thread. Sorry that I don’t have reply to every one of them.
Slightly moving off topic, but I think a lot of people do not understand the rewards program. I saw that my parents were using a gift card and asked them if they had registered it. They tried to brush me off – obviously had already gotten a mention from a partner and didn’t like the idea of ‘registering’ the card – but I explained about the stars and getting free drinks, and now they’ve registered their card, add money to it and are totally excited every time they earn a free drink. I wonder if corporate marketing (or whatever?) could condense a few phrases to better explain the program to customers who pay with unregistered gift cards or cash.
Interesting thought @GinaMiller. I personally think they have their program backwards. Every level should allow you to obtain the lucky dozen and once gold, then you get free refills, free tall with pound purchase (bring that back), special offers.
People seem to be hooked on the idea of getting 12 stars so the less frequent customers would be a target for that hook and could increase their visits and purchases. “Gold” seems out of reach for many, so a stronger incentive to get started might be better and the lucky dozen seems to be an incentive people respond to.
@GinaMiller Exactly. A lot of people brush it off, it’s hard to come up with an easy way to explain the benefits of it.
I made sure I got to my local SB early this morning and asked about the new card. Neither of the two barista’s knew what I was talking about and so I mentioned that others reported that they were found in a drawer or underneath the counter at other stores. Both of them looked all around and did not find the new cards. They said maybe the manager hasn’t brought them in yet and I should check back tomorrow. The only cards available this morning were the normal green one, a valentine one, and a new year’s one. I will try to go back tomorrow.
These cards confused the heck out of me today! first off, we got more than 25. The marketing on the card is unclear, the directions that came with the card are unclear. From what I read in the promo book I thought this was going to be a points card for people who didn’t want to put money on a gift card. It took three of us to read the info and figure it out.
Basically it’s just a gift card that is really pretty. I think.
@CD – I’ve been meaning to come back to what you wrote about having MSR backwards. Your version of it would be easier to explain and would simplify it down to two levels. Welcome Level which is a free drink every 12 stars or Gold which is a free drink every 12 stars PLUS everything else. I kind of like that! Right now,there’s really a blur having 3 levels but little to say about “Green” other than it gets you free refills.
@Michelle – Most people were confused about the cards. There wasn’t any clear message as to what the card was for, and nowhere does it say “This card unlocks the Welcome Level of benefits” You are right: it’s just a pretty gift card. The more I think about it, I think my SM friend who told me he thought it was designed to look like a “Club Card” for those who don’t understand that a Starbucks Card unlocks perks, I think that person was right on the money. I like his theory better than my own. 🙂
I agree with @CD’s idea…I like that better too….simple!
I got my white gold card today…one of the stores knew exactly what was going on (prob bc I showed them your post on the 13th) 😉 and they had them out and could explain them. The 2nd store I went to, to use my sweet receipt (love that name!) had them in the drawer behind the register and gave me one, but they didn’t know what they were for exactly…and thought maybe instant gold as well. I don’t know why they didn’t have them out yet, but I don’t think they knew what to do with them exactly. OR they were going with a by request only approach.
Hayley, it’s unusual for us to set things up on a Saturday, I forgot to put ours out till I was reminded…. That’s probably why they didn’t have them out.
@Michelle – I thought about that too. Everything in the world of Starbucks seems to begin on a Tuesday. It would’ve made just as much sense to have the launch of these cards the Tuesday after President’s Day – and one more level of confusion could have been avoided.
Even tho my store held a card back for me and gave it to me yesterday…when I went there today there were none out and none of the partners knew about them. One sweet barista went in back and found them but no idea about them..thought they were pretty,as do I. I told her they’re supposed to be out today. (15th). This was about 3P. She did call the sm and he said he’d forgotten, go ahead and put them out…..which she did. Communication not so good…..
After seeing your post, I set aside some time on Saturday to go find one of these cards. I think it’s so pretty! Well I visited 5 Starbucks locations & no one knew what I was talking about. I even showed it to a manager at one location who said, “we don’t get any of the fun things here…”
Overall, it was a disappointing experience. Not one partner aside from the manager seemed remotely interested.
I got one! This weekend not at home and saw not too many people seemed interested. When get home, have to see response.
I have yet to have seen these cards at any Starbucks yet.
Well… went back to SB today to see if cards were out yet. A different person was working than the two I spoke with yesterday and she also did not know anything about the cards. I showed her the picture of it and she searched around to no avail. Then she said, “Our manager never works on weekends, so try again on Monday.” I would have went to another SB but the next closest one to me is 40 minutes away; so I will just ask again in the morning, LOL.
I was totally caught up with weekend w/a juice cleanse…so I’m hoping my local store still have one for me. If not, I’ll still leave w/a a few shots of espresso and a smile none-the-less. Just love getting those collectible cards. 🙂
P.s. Love the new background!
It looks to me like a clever incentive to get those cash customers an easy way to put the gold cards in their hands so they have to do is register it and nothing has to be sent later. Being recognized as someone who matters and gets a personal invitation and pretty card is the ultimate Siren call!! Loyalty, loyalty, loyalty!
Three strikes and I’m out, lol. Went back for the third time and spoke to yet a fourth employee. No idea what I was talking about. Manager had been in that morning and already left. I guess I’ll have to go to ebay if I want the new card. sigh. Would sharing my experience with corporate do any good?
I have some extra time today and decided to make it my personal scavenger hunt by visiting as many local stores as necessary to obtain one. Lucky me–the very first store that I visited had them on open display. ..so I grabbed 2 and activated each right then and there. The barista probably thought my level of giddiness was odd…but I’m okay with that. Good luck to everyone else also on the hunt!
@RussellH – That’s insane. I’m blown away that nobody knew about the cards. I think it’s possible that comments here get read by SSC (Starbucks calls their hq the ‘Starbucks Support Center’ or SSC) but it might not be bad to contact Customer Service. It’s just that they can’t do much. They can’t send you one of the cards. How many stores are in your area? In my neck of the woods, there are a lot.
Melody back home now and two days in a row the partners at my local store – yesterday and today had no clue about this card and I even showed them the card. It was like I was making no sense to them. Communication certainly seems to be lacking.
Seems to me it completely defeats the intended purpose of this card if all the fans are going to multiple locations to get a bunch of them to add to their collections. So, there will be none left for those customers SBux is trying to sway to join MSR.
Melody, this is a beautiful collectible. We are so fortunate to have your reliable and consistent blog to keep us informed of all things Starbucks. You know more than many of the partners! Thanks for your hard work!! p.s. – I would love one of these but I’m still wishing for the Ray Charles collectible card from many years ago.
@Melody – I am in a small town and the only Starbucks we have is in a grocery store. The next closest one is about 45 minutes away. I have to go to Joplin, MO Wednesday so I will check out a couple of stores there and test my luck. Glad I found your blog; no one around here understands my coffee obsession, LOL.
was told this morning that it was a card that is instantly gold and that i could just take it without putting $ on it and that i could do it from a computer and adding it to my starbucks account. i tried to add it to my starbucks acct and it says this:
“Ooops…
To activate a card, you must load it with the minimum balance in one of our stores”
now…this is confusing or just misinformation.
Can I add this card to my existing account if I’m already at gold status? I
Finally got the new card. I was traveling through Joplin, MO. and stopped at first SBX I saw. The new cards were on display by the register. Also got Gold status this week with the twenty bonus stars from the challenge.
lauren – you can add *any* card to your account no matter what level you are at. You can also *use* any card registered to your account to receive the benefits at your level (it doesn’t need to be the gold one).
Finally saw the SM at my local store and showed him this card. They never received it. So the question is did SB only issue these cards to stores they knew would sell them? Sure defeats the purpose of this card.
Another seeming lack of communication between Starbucks and (at least some) stores.
A few days before they were supposed to be put out, they were gone in one store. Another one had no idea of what they were, and had to contact the SM (the memo they had was spotty). A few stores correctly said they’d be available on the 15th. At least two partners at different stores didn’t know how to treat them (like a regular gift card).
I do think it’s a nice card, and believe it looks better in person. TGIF!
Based on my understanding, you can just help yourself to these cards and register them later? I hope so because I just grabbed one on my way out without a word!
@DavidAyer nope i did that at the insistence of the barista (see my comment on Feb 19) and when i got home it said you had to put money on it in store. sooo i went back and they were just as confused as i was.
the barista goes..i guess you are a gold member for $5 as she walked away confused.
@Ru My goodness, but they were clearly wrong about it making you an instant gold member weren’t they? Did you add the minimum on the card at the store and then start using it like a regular registered gift card? Or do you have to register it from your computer after the initial minimum is added by the partner?