The difference is the Starbucks app was around before there were more viable options, such as Apple Pay. I used the Starbucks app and it was great, but now that we have an option that can potentially be used everywhere, individual retailers do not need to come up with retailer-specific options.
As long as Apple Pay requires store-specific cards in order for customer loyalty programs to work, merchants will feel a need.
If we could register our loyalty cards using our token accounts, it'd all be much easier. The real account number still stays secure, while customers get all their usual loyalty benefits automatically.
This choice of allowing an association should be up to each consumer, not Apple.
It will only benefit Wal-Mart, not the shopper.
How does it only benefit Walmart and not the shopper?
- The shopper can use any card they want, not just one from a bank that pays Apple a ransom fee.
- The shopper gets their loyalty benefits, and ads / coupons tailored to their desires.
- The shopper automatically gets the benefit of Walmart's Savings Catcher, which checks nearby box stores for lower prices and refunds the difference to the shopper.