Latest Talk
The Personalization Strategy Behind Starbucks Relationship Marketing Efforts
Barbara Spiering, vp Marketing Technology and QOPS, Starbucks Technology; Tim Glomb, VP Content and Data, Cheetah Digital
Starbucks has built an incredibly loyal customer base by taking a more human approach to its brand experience. Their relationship marketing strategy is rooted deeply in personalizing every touchpoint, and across all 4 stages of the relationship marketing cycle. With over 60% of all Starbucks orders being completely custom, they have mastered personalization at scale…