With Starbucks’ Grocery CRM Plan, It Had To Get Clever About Fraud

Written by Evan Schuman
March 26th, 2013

When Starbucks (NASDAQ:SBUX) announced Wednesday (March 20) it would spread its CRM program to grocery stores that sell its bagged coffee, it wasn’t merely an industry first. It was Starbucks’ attempt to track shopper activity beyond the limits of the chain’s stores, site and mobile app—as if CRM deployments aren’t already complex enough.

Given that its program would deliver expensive value in the form of free food and drink at its stores, the first priority of the rollout was to try and discourage fraud. And that involved some creative packaging and identification mechanisms. And a choice to exclude mobile from the launch.

The idea of the program—slated to start May 12 (“although some bags will show up before that time,” said Starbucks’ Linda Mills, the chain’s senior manager of global brand public relations)—is that shoppers will go into grocery stores and purchase select Starbucks bagged coffees. (Many Starbucks grocery products, including its Via instant coffee line and beverages, are excluded from the rollout’s launch, but Starbucks said some of those excluded products will be included sometime in the Fall.)

Those coffee bags will have stickers with unique product codes. Every bag will have a different code, to help with both tracking and fraud prevention. That way, one purchase can’t theoretically be counted repeatedly.

The customer is supposed to take that number and enter it into the Starbucks website. The points earned will be called Stars and can be redeemed for free merchandise at Starbucks’ stores.

But what is to prevent a shopper from jotting down the number—or taking a picture of it—while the unpurchased product is still in the aisle? That’s where the design kicks in. The sticker is adhered to the bag such that its removal is likely to puncture or otherwise mess up the bag. As for the number, it’s not visible until the label is completely unwrapped.

“It’s pretty difficult to take the sticker,” Mills said. “It’s a multi-folded sticker and you have to peel off the casing to get at the code.”

In other words, it’s a rather messy extraction process and one that is unlikely to be done in-aisle without attracting a lot of attention. Then again, how much of a hassle will it be for consumers to get at the number when the product is at their home?

If a shopper waits until the product is used up and it’s an empty bag, then I guess destroying the bag to remove the sticker isn’t such a horrible thing, but how many shoppers would wait? Or even remember to deal with the sticker when the coffee’s gone?

For the initial launch, Starbucks’ mobile app will not play a role, forcing shoppers to enter the data at the full website. Although the option for adding the mobile app still exists, Mills said her team didn’t see it as initially necessary, given that anyone can simply access the Starbucks site from their mobile device.

That’s true, of course, but it also undermines the all-in-one-place—the experience is completely controlled by the retailer—environment that is supposed to be the mobile app. That’s triply true for a retailer such as Starbucks, which has fought so hard to be a true retail mobile app leader.


One Comment | Read With Starbucks’ Grocery CRM Plan, It Had To Get Clever About Fraud

  1. Bob LeMay Says:

    Gee, Starbucks should take a page from Cracker Jack and some cereal boxes–put the “prize” (code) INSIDE the bag! Either print it on the inside of the bag/box, or attach a sticker on the inside, or just insert a small card (perhaps inside a wrapper with a lame joke on it!) in the bag/box.

    Do you think Starbucks will pay me a consultant’s fee for this idea?


StorefrontBacktalk delivers the latest retail technology news & analysis. Join more than 60,000 retail IT leaders who subscribe to our free weekly email. Sign up today!

Most Recent Comments

Why Did Gonzales Hackers Like European Cards So Much Better?

I am still unclear about the core point here-- why higher value of European cards. Supply and demand, yes, makes sense. But the fact that the cards were chip and pin (EMV) should make them less valuable because that demonstrably reduces the ability to use them fraudulently. Did the author mean that the chip and pin cards could be used in a country where EMV is not implemented--the US--and this mis-match make it easier to us them since the issuing banks may not have as robust anti-fraud controls as non-EMV banks because they assumed EMV would do the fraud prevention for them Read more...
Two possible reasons that I can think of and have seen in the past - 1) Cards issued by European banks when used online cross border don't usually support AVS checks. So, when a European card is used with a billing address that's in the US, an ecom merchant wouldn't necessarily know that the shipping zip code doesn't match the billing code. 2) Also, in offline chip countries the card determines whether or not a transaction is approved, not the issuer. In my experience, European issuers haven't developed the same checks on authorization requests as US issuers. So, these cards might be more valuable because they are more likely to get approved. Read more...
A smart card slot in terminals doesn't mean there is a reader or that the reader is activated. Then, activated reader or not, the U.S. processors don't have apps certified or ready to load into those terminals to accept and process smart card transactions just yet. Don't get your card(t) before the terminal (horse). Read more...
The marketplace does speak. More fraud capacity translates to higher value for the stolen data. Because nearly 100% of all US transactions are authorized online in real time, we have less fraud regardless of whether the card is Magstripe only or chip and PIn. Hence, $10 prices for US cards vs $25 for the European counterparts. Read more...
@David True. The European cards have both an EMV chip AND a mag stripe. Europeans may generally use the chip for their transactions, but the insecure stripe remains vulnerable to skimming, whether it be from a false front on an ATM or a dishonest waiter with a handheld skimmer. If their stripe is skimmed, the track data can still be cloned and used fraudulently in the United States. If European banks only detect fraud from 9-5 GMT, that might explain why American criminals prefer them over American bank issued cards, who have fraud detection in place 24x7. Read more...

Our apologies. Due to legal and security copyright issues, we can't facilitate the printing of Premium Content. If you absolutely need a hard copy, please contact customer service.