Use this formula to personalize your marketing and keep shoppers coming back.

One morning I did what I do on many weekday mornings: I opened up the Starbucks app on my phone and put in my regular order, a venti cold brew. The app knows me, or at least knows who I am as a Starbucks customer (what drinks I typically order, which stores I frequent). When I go to the in-app checkout, I was pleased to find a birthday reward waiting for me that covered the cost of my order.

This Starbucks experience represented something increasingly common for consumers: an in-store shopping experience complimented by technological connectivity, all tied together with a touch of personalization that left me, the customer, feeling buzzed about more than just my coff

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