In May 2008, a loyalty program was introduced for registered users of the Starbucks Card (previously simply a gift card) offering perks such as free Wi-Fi Internet access, no charge for soy milk and flavored syrups, and free refills on brewed drip coffee, iced coffee, or tea.  In 2009, Starbucks began beta testing its mobile app for the Starbucks card, a stored value system in which consumers access pre-paid funds to purchase products at Starbucks.  Starbucks released its complete mobile platform on January 11, 2011.
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Starbucks’ Howard Schultz: Finally, A CEO Who Gets the Importance of the Supply Chain
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