When I was little, I had a really big goal in life: to become a regular at a café.

There was something about the idea of being greeted by name as I walked into a store, being in sync with the staff about what I would order, and ending each visit with the sound of an expectant "See you tomorrow!" that appealed to me.

And I'm not the only one who feels this way. Do a cursory Google search, and you'll find countless articles on why becoming a regular is beneficial to the consumer, the community, and the business. There's even science to back it up: When a person receives an individualized experience from a brand, they experience the dopamine effect, i.e. the chemical phenomenon that makes you "feel good." Because humans seek to replicate those positive feelings, brands that offer a feel-good, individualized experience see their customers coming back again and again.