Since creating this category, they've added 10 million digitally registered customers to their database.

[shaownislam]

In order to access the internet, customer russian phone number list s first had to register with an email address. In other words, they forced a digital relationship, gaining permission to contact customers via a new channel (email) in exchange for access to free wi-fi.



Internally, customers who have inputted their email but have yet to sign up for Starbucks Rewards (SR) are called "digitally registered customers".



In their last earnings call, Executive Vice President & Global Chief Strategy Officer Matthew Ryan shared how they view this relationship:

“We have to think of it (digitally registered customers) as the top of the funnel; an enabler of the relationships that we can create that lead people eve


ntually into the Starbucks Rewards Program.

Later , we’ll explore exactly how Starbucks executes this funnel. But first, I want to draw a few lessons that large eCommerce stores should consider.

We have to think of it (digitally registered customers) as the top of the funnel; an enabler of the relationships that we can create that lead people eventually into the Starbucks Rewards Program. - Matthew Ryan, Executive Vice President & Global Chief Strategy Officer, Starbucks

2. Reward customer loyalty with unique offers and experiences
We see the vision playout in Starbuck's triggered email campaigns. Many offers require customers to be enrolled in Starbucks Rewards. Below is a great example.

As the ad says, "Starbucks Rewards members who use the app to order ahead a handcrafted beverage (grande or larger) get a coupon for a free drink redeemable 3/10-3/12. Sign up for Starbucks Rewards to get the offer."