Up to this point in the book, we have primarily examined the bond that Starbucks forges with its customers in the context of Starbucks stores. While “brick-and-mortar” connections tend to be terrific opportunities to develop personal face-to-face relationships, much of today’s commerce is happening outside of a traditional retail building. People are making purchases while they are sitting in front of a computer or are engaging with brands through their mobile devices. This business principle, “Mobilize the Connection,” looks at how Starbucks strengthens the relationships formed in Starbucks stores and extends them into the home, office, and supermarket experiences of customers. Moreover, it examines how ...
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