Starbucks has attempted to address this using a rewards program app. The app provides insight on the behavioral patterns of loyal customers and, based on those patterns, the marketing team can create targeted campaigns. Over 12 million customers have downloaded and registered the app, with year-over-year growth in the double-digits and a retention rate of 94%. (Source: " Starbucks Presents Its Five-Year Plan for Strong Global Growth Fueled by a Robust Pipeline of Innovation at Biennial Investor Conference ," Starbucks Corporation, December 7, 2016.)