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Starbucks, looking to generate more traffic, sales and profit in its US stores, will begin offering customers any iced grande beverage for $2 after 2 pm, which in some cases will be as much as a 50 percent discount from the usual cost.

There’s just one catch. To get the discount on the afternoon purchase, the customer has to have a receipt for a full-priced beverage bought the same morning from a Starbucks.

The promotion is a national rollout of one that was tested, apparently with success, Seattle, Chicago and Miami.

"I think we've kind of hit the nail on the head," said Brad Stevens, Starbucks’ vice-president of customer relationship management. "It's easy for baristas to implement and it's easy for customers to understand."

KC's View:
Not a bad idea…though I would make one suggestion to Starbucks. Since it has spent so much time and money promoting its Starbucks cards, couldn’t it have set up the promotion so that people wouldn’t have to save the little paper receipt, but rather could simply use the card, which would keep track of when purchases are made?

This would make it easier for the customer, and would be more environmentally friendly since all this paper wouldn’t be generated.

Just a thought.

The fact that Starbucks didn’t use this linkage adds to the suspicion that the company continues to think tactically rather than strategically.