In doing this, Schultz implemented traditional strategies like rethinking the store layout and redesigning it to be more customer friendly. However, it was the non-traditional strategies that ended up being transformative and can be attributed to the overall revival of the company. Thus, Starbucks headed down a path of digital transformation. That same year, Starbucks Digital Venture (SDV) was established as an in house digital incubator for new ideas and concepts within the digital space allowing for agile creation and responses to the marketplace (Lee, 2018). During 2008, "My Starbucks Ideas" was also rolled out online which was a very early crowdsourcing tool that customers could visit and suggest new ideas for the company. This extension from the brand to customer was extremely successful and many of the ideas that were submitted ended up being implemented such as new drink flavors, changes to the drive-thru experience, Happy Hour offers and more.