This Christmas I received a generous Starbucks giftcard from my mother-in-law. Since I'm apt go online to register anything these days, I hit the Starbucks Card site. After I remembered my username and password I was hit at how simple and smart it was.
The first thing I noticed was that an icon of my Starbucks (RED) card (that has a permanent spot in my wallet) was prominently displayed as the primary navigation for the site. It also told me that I only $1.90 remaining on it.
Although I had come to the site to simply register my second card, my eye glommed onto "Transfer Funds" in the secondary navigation. Since I already had a balance on my (RED) card it only made sense to transfer my new gift card to it. And the process couldn't have been simpler. I was lead through a simple step process that had my balance transferred in under 2 minutes.
And what's more, as I explored some of the other features of the site, I decided to auto-reload my card each month. They got me, but in a good way.