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Why does Starbucks require registration to receive Starbucks Card Rewards benefits?

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Why does Starbucks require registration to receive Starbucks Card Rewards benefits?

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By registering your Card, we learn more about how you visit our stores, and can better understand what you want from us. Registering also helps protect your Card balance, and if you choose, allows you to receive more news about Starbucks Card Rewards and other exciting offers.

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