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Gene Hoffman

President/CEO
Corporate Strategies International

Starbucks: Steel This Gift Card

December 7, 2012

FROM RETAILWIRE:
Just last week we discussed Starbucks' use of scarcity to build the perceived value of select estate coffees. Now the chain is offering a limited edition gift card that is sold only through the Gilt luxury products website and costs $450. Do you think the Starbucks Metal Card aligns with the company's brand?      [more...]

MY COMMENTARY:

Starbucks is out to prove that its unique coffees are the Nectar of the Gods ... or, at least, one god, Howard Schultz. And they are winning with today's marketplace. Thus Starbucks Metal Card aligns with that goal.

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