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Money reports that Starbucks plans to bring back its happy Hour promotion, which offers discounts on certain drinks ordered after 3 pm, but there’s a catch - “the promotion is only available to customers who have signed up via the Starbucks mobile app and received an invitation.”

“Happy Hour events and offers will vary so customers will be notified of upcoming activities through the Starbucks mobile app or directly to the email address provided,” the company said in a statement.

Matt Ryan, executive vice president and chief strategy officer for Starbucks, says that “with nearly 100 million customers in our stores every week, we’re looking for more opportunities to engage directly and personally, providing them with special benefits and offers that are meaningful … This shift in Happy Hour is just one example of how we can further establish, strengthen and develop digital relationships with our customers.”
KC's View:
I’m going to be very interested to see how this plays out. On the face of it, the notion of using data compiled based on consumer activity to figure out where and when and what promotions to offer seems entirely sensible, even progressive. If the offers are relevant, I suspect that consumers will respond.