Continuing the Forbes Social Interview Series, in partnership with Rokt
Relevance drives every decision in modern ecommerce, from how products are positioned to how experiences are delivered.
That’s the foundation of the Forbes Social Interview Series, a video-first editorial platform produced in partnership with Rokt, the global leader in ecommerce technology powering real-time relevance in the Transaction Moment™.
The series explores how marketing executives are navigating growth, innovation, and intent-led customer engagement in a rapidly shifting market.
Episode Two: Steph So, Chief Growth Officer, Shake Shack
In the second episode, Steph So, CGO of Shake Shack, shares how the team is scaling brand relevance without compromising product obsession. Hosted by Seth Matlins of the Forbes CMO Network, the conversation highlights how one of America’s most beloved restaurants is building emotional connection across every customer touchpoint.
Relevance Begins with Emotional Connection
Shake Shack approaches every customer interaction as a chance to deepen connection and reinforce the brand experience.
“Relevance means there’s something about your brand that resonates and brings customers back,” says So. Shake Shack doesn’t treat transactions as simple conversions. Each moment is an opportunity to build trust, equity, and long-term value.
Digital Platforms Are Built for Demand
Shake Shack meets customers where they are. Increasingly, that means delivering standout digital experiences.
Its ecommerce strategy centers on cultural awareness and speed to market. The launch of the Dubai Chocolate Shake, inspired by trending content on social media, is a clear example. The team transformed a viral moment into a fully realized product, available through the app, web, and third-party platforms.
The launch became a proof point for how fast-moving brands can turn cultural signals into meaningful engagement. Every visual element, from food photography to interface design, was crafted to drive craving before checkout.
Loyalty Is a Challenge, by Design
Shake Shack reimagined loyalty through gamification. Rather than a traditional points-based model, the team launched time-based challenges that reward frequency and interaction.
The strategy began with a close look at guest behavior. Some customers visit weekly. Others drop in only twice a year. Instead of applying a one-size-fits-all model, Shake Shack created flexible paths that encouraged each customer to re-engage on their own terms.
Exceptional products create demand. But lasting loyalty comes from how a brand delivers between purchases. The results speak for themselves, with double-digit activation rates and strong offer completion in the first rollout.
Relevance Operates in Real Time
Shake Shack is building its marketing system to align with how customers eat, browse, and buy, whether that’s in-store, in-app, or on a delivery platform.
From product drops to channel partnerships, every initiative is designed for immediate execution. Campaigns launch in response to behavior, not according to a static calendar. The team moves when the moment is right, guided by cultural signals, customer insight, and platform readiness.
The Forbes Social Interview Series is brought to you by Rokt, the global leader in ecommerce, unlocking real-time relevance in the moment that matters most—the Transaction Moment. Rokt’s AI Brain and Ecommerce Network power billions of transactions connecting hundreds of millions of customers and is trusted by the world’s leading companies including Live Nation, Macy’s, AMC Theatres, Uber, Hulu, Staples, Albertsons, and HelloFresh. Headquartered in New York City, Rokt operates across North America, Europe, and the Asia-Pacific region. Visit Rokt.com to learn more.
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