In a move that mimics the credit-card industry, Starbucks unveiled a gift card that was meant to be for the top “one percent” of caffeine aficionados. The Starbucks Metal Card, which is made of steel, comes with gold-level Starbucks card membership benefits, including gifts and free refills on brewed coffee and tea. (Think about status-symbol cards such as the American Express Platinum Card.)
To stress the exclusivity of this card, Starbucks will only make 5,000. Customers can’t buy this card in-store — they are only sold through luxury good website Gilt.com.
The card costs $450: $50 for the card and $400 as loaded funds — only suggested for the avid Starbucks fan (which may be many of you).
Now expect every other retailer to follow suit.