What’s the point of a data-driven program if you’re not learning and reacting?
You’re absolutely right, Krishnan — and my wife in particular has experienced the same thing. Retreat a little when the challenges get difficult, and bam — she gets the very same “2 purchases for 75 stars.” Then she’s back in the game.
You can tell that what they are doing is extremely intricate, which is so cool. Compare that to the cynical approaches of most marketing (AT&T, VW, Guitar Center… I’m looking at you!): Hammer you until you relent.
Hey, I’m sure it works or they wouldn’t keep doing it, right? Or at the very least, it’s returning more than they invest in it. I like folks who are more artful about it than that.
Kudos to Starbucks — and to you for appreciating it too!