Starbucks is building on its loyalty card and rewards program in the United States with a smartphone app that enables customers to pay for purchases electronically.This is an example of Market Penetration.

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Market penetration refers to a company's efforts to increase its market share by attracting more customers or increasing the usage of its products/services among existing customers. In this case, Starbucks is using a smartphone app to enhance its loyalty program, which aims to increase customer retention and engagement, and potentially drive more sales.

Starbucks Is Building on Its Loyalty Card and Rewards Program