February 28, 2003, 12:00 AM

Starbucks’ new stored-value/credit card drives customers to its web site

Starbucks is planning in the second half of the year to roll out a combined stored-value/credit card tied to a new loyalty program. Cardholders will be able to re-load value onto the card at Starbucks.com.

Starbucks Coffee Co. may have abandoned its Internet Express service that allowed customers to order and pay for a coffee order at Starbucks.com then pick up the drink in the store, but it isn’t backing away from using its web site for customer convenience.

Starbucks is planning in the second half of the year to roll out a combined stored-value/credit card tied to a new loyalty program. Cardholders will be able to re-load value onto the card at Starbucks.com. It is the first to offer re-loadable stored value and credit on a single piece of plastic, says Bank One Corp., issuer of the card.

Starbucks’ customers already carry more than 11 million stored-value Starbucks-branded cards to make quick purchases in coffeehouses. They re-load value on the card at the web site. The company says the card has helped to speed up service by freeing clerks and customers from having to deal with cash.

Customers will be able to use the stored-value function to quickly pay for small-ticket items while also being able to use the credit card function when their stored value is empty or when they want to make a purchase outside of a Starbucks. Either function will earn the cardholder loyalty rewards.

 

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