Costco now selling free lattes

As our economy continues to take a downward spiral, the retail segment is taking one of the hardest hits. As a result, I've seen a great hike in marketing efforts. For example, I've been bombarded by Macy's catalogues and coupons in the mail every other day. Merchadising displays at retail stores are dominated by glittery red sales and clearance signs that cry out to consumers, "take me home with you!"

On a different note, I've also seen elevated creativity by retailers in attempts to emulate competitors and draw business into their doors. There is no better time than now where Darwinism rings true-- it is survival of the fittest. This is a time where corporate strategy, refined business models and the ability to adapt to change will make or break a company.

I worked at Starbucks for a couple years, witnessing the campany both at its peak of glamour as well as its sudden downturn. In fact, the store I managed is one of the 600 stores to be closed. A company that has only experienced growth-- that only knows of success--is in shock to be now faced with challenge and uncertainty. There was, and still is, great internal turmoil as the coffee giant struggles to regain balance in this faltering economy. But in the end, what doesn't kill us only makes us stronger.

I can't help to point out that Costco and Starbucks are joining forces to conquer these difficult times. Going on right now, if you buy a set of five $20 Starbucks giftcards at selected Costco outlets, you only pay $80. The $20 you save is equivalent to 4 grande vanilla lattes. And don't forget that if your Starbucks card is registered, you save on your vanilla syrup as well.

For those of us that shop at Costco and Starbucks, it's not a bad deal. I can appreciate the measures taken by some of these retailers. They realize that in order to win our business, they must provide real value for every dollar we spend.