How to add a loyalty card to Microsoft wallet

[ewgoforth]

This site says you can do it

Wallet on Windows
Phone | Windows Phone How-to (United States)

I'm not seeing an option to do it. I can add apps or a Microsoft gift card. I see various apps that appear to be loyalty card related, but the wallet site doesn't say anything about having to use a separate app to do this. I don't want to have a "free" third party app tracking whenever I'm shopping at a particular store, creeptastic.

 

[shauntipson]

Not a clue to