Are loyalty schemes broken?

My Starbucks rewards scheme introduced mobile order and pay last yearIf true customer loyalty exists, why are there so many unused loyalty points on the high street? Even if those customers are loyal, are reward schemes incentivising the right behaviour?
These are two major questions affecting brands’ loyalty programmes today, and they are vital since loyalty is primarily driven by likeability (86% of consumers say) and trust (83%) rather than reward schemes, according to a report by consu