We continue to hear about improvements and expansions that Starbucks is making within their already best-in-class loyalty program, My Starbucks Rewards. Just in the past few months they have announced partnerships with Spotify, Lyft and, most recently, The New York Times, all in an attempt to broaden their customer base while providing added value to their loyal customers. Thoughtful partnerships no doubt, but here’s what I think is really going to move the loyalty needle for Starbucks....

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