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

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,”