By Sarah Vizard

Speaking yesterday (21 April) on a call following the coffee chain’s first quarter earnings, COO Kevin Johnson said that following investment in new technology, Starbucks can now target communications to individuals based on what it knows about their tastes and interests. However the plan is to expand this to its mobile app.

“This will enable us at the very moment a customer orders to provide relevant suggestions and recommendations and, when appropriate, incentivised offers to delight our customers,” he explained.

Matthew Ryan, the company’s global chief strategy office, added that the aim is to “catch customers in the moment” so that Read full story ›

Source: Marketing Week