Leading the Starbucks Way: 5 Principles for Connecting with Your Customers, Your Products and Your People

Personal Relationships Translate: Sharing the Love from People to Products

Advertising moves people toward goods; merchandising moves goods toward people.

MORRIS HITE

When personal relationships are created between employees and customers and strengthened through the use of technology, brands are given permission to transfer those emotional connections to new product offerings. Starbucks is an example of how to take in-store person-to-person connections and leverage them into consumer packaged goods (CPG) categories such as Starbucks VIA® Ready ...