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TOP ANALYST: Starbucks could be making a huge mistake when it comes to digital rewards

Starbucks digital rewards program — My Starbucks Rewards — now has 13 million members. Their purchases accounted for 36% of the coffee chain's $21.32 billion in sales last year. But Starbucks could be making a big mistake when it comes to how it on-boards new members to the program, according to RBC Capital Markets analyst David Palmer. “For a while, Starbucks was on-boarding rewards members and active digital users at an extremely rapid clip, but that has slowed,” Palmer told Business Insider in a wide-ranging interview about the Seattle-Based chain.
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