Evan Schuman's StorefrontBacktalk

The program could have been easily set up to require connecting to a store’s Wi-Fi to get the digital freebies, but the chain opted to not go there.

Although Starbucks is getting appropriate kudos for its digital mobile moves—and its figuring out much earlier than most the emotional connection between music and coffee is a good example—it might want to focus a little bit more on SEO.

The first result in a Web search for “Starbucks Pick Of The Week” was the error page for when Pick Of The Week doesn’t work. And it came up first in Google, Bing and Yahoo. (At least it’s consistent.)

“We’re Sorry. There seems to be an issue,” says the page. “It looks like you’re having trouble downloading our free iTunes Pick of the Week.” Not so sure how often that app glitches, but at least three out of three major browsers seems to think it happens often enough.

Shoppers, though, don’t seem to having any trouble finding the Starbucks mobile app directly through iTunes and Android. And as long as they keeping finding and downloading the app, getting to a Starbucks doesn’t have to be a priority. If they are interested enough to download the app and interact with the content, many of those consumers will eventually get to a store or buy its product at grocery. Letting shoppers choose when that will happen may make all the difference. Given the short time frame offered for each download, it may not at all be convenient for the customer to go in quickly enough. If they are forced to drive to the store to download Angry Birds, the birds may have a lot of company in the anger department.