Restaurants and retails brands are learning to leverage purchase data to understand, predict and influence how their customers make their buying decisions. These insights allow them to create personalized messaging and marketing initiatives that drive sales and thrive both in real-life and online. On the heels of exciting news that PepsiCo Foodservice has established Digital Lab to drive a better consumer experience, we catch up with Mobivity, a company involved in the lab and working to pinpoint and improve incremental occasions, such as checkout, when brands can best deliver personalized experiences that delight consumers.Dennis Becker, CEO of Mobivity, talks about the company's evolution and shares the case of Smashburger, which used Mobivity's technology to capture basket-level POS data and transform a simple printed receipt at the checkout into a dynamic communications medium. In just 45 days, participating Smashburger restaurants printed over 1.2 million coupon-enhanced receipts, driving more than 15,000 redemptions. What's more, returning customers even spent more while being rewarded for their loyalty to Smashburger.