Starbucks Corporation – the large coeehouse chain with more than 31,000 ores around the globe – had an ambitious goal: to become the mo personalized brand in the world. To achieve this goal, the loyalty marketing team sought to deliver individualized oers to more than 18.9 million active members of the Starbucks® Rewards loyalty program. THE GOAL Become the most personalized brand in the world to 18.9M+ loyalty members Leverage existing MarTech stack to scale loyalty oer distribution beyond traditional segmentation © Formation, Inc. 2021 / formation.ai Starbucks wanted to grow revenue from its loyalty program through individualized oers. Their aspiration was to move beyond traditional segmentation all the way to individualized targeting. However, the company’s exii

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