Consumer loyalty programs get a needed update as Starbucks and other companies turn to mobile solutions.
Consumers may be reaching their limits with the ubiquitous plastic cards that have long defined such marketing efforts. They provide perks—including discounts, free shipping and the ability to receive receipts by e-mail—but the sheer volume of the cards combined with their low-tech capabilities make them an increasingly kludgy solution.
Starbucks is among a handful of companies that have leveraged mobile phones to take a....