This concept is based on a combination of two of my other concepts titled "Foldable Barcoded cup", "Starbucks Value Mug". This is how it works:
All the customers to Starbucks are required to register with them by providing any of the following details such as phone number, full name or any ID card number, to obtain Starbucks Smart Card.
Starbucks Smart Card registration will require a 1 time payment of $20 (this is a safe deposit, which I will explain below, why we collect this) and this value will be credited to the smart card once it's issued to the customer. The card will have a simple bar code on it. No fancy stuffs like printing names etc. So the cashier can have a stack of cards with him/her to issue instantly upon registration. The details of the customer will be stored on centralized Starbucks database which can be accessed universally.
When a customer visits any of Starbucks outlet (anywhere in the world), his smart card will be scanned by the cashier. The Smart Card will record the frequency of visit the customer made to Starbucks. The cashier, based on the customer's frequency type, serves coffee on a range of cups.
There are three types of visitors, namely, Frequent visitors (visits starbucks everyday or at-least thrice a week), Occasional visitors (visits starbucks once in 2 weeks or at-least once in a month) and Rare visitors (who takes more than a month to come back after first visit).
In-order to better understand the customer and provide value added service to frequent visitors, we can offer:
Frequent visitors with options to go for Starbucks Value Mug (a part of the $20 card deposit, say $5, can be withheld as a deposit for the cup), foldable barcoded cup (for each recycled cup, they get points accumulated on their smart card) or bring their own cup option.
Occasional visitors can use the Starbucks Value Mug (My previous concept submission titled "Starbucks Value Mug")
Rare visitors are the least and Starbucks can serve them with the same paper cups that are currently used.
The idea behind smart card is to create a bond with the customer at the same time motivate them to participate in the campaign by offering redemption points that can be linked to their cards. Starbucks can constantly keep in touch by sending push notifications through their iPhone apps about latest promotions etc.
In addition to using the smart cards, we can also promote the card by having subsidized rates, when the customers use their cards to pay. For example, if a coffee costs $5 if the customer pays cash, then it would only cost $4.50 if they use their smart card to pay for it. This will force them to buy the smart card and use it for each purchase.
The Smart Card can also be used as a Social Networking tool. Smart Card can be linked to "Foursquare". Each time a customer uses his smart card at Starbucks. his foursquare profile will gets automatically updated. This feature can easily be turned on or off from any smart phones or directly from the website. Linking Smart Card with foursquare will be an added value and it provides a platform for social networking.