Marketing
April 28, 2022
Brands like Sephora are lauded for their loyalty programs. Image credit: Sephora's Weibo
By Katie Tamola
If brands want consumers to continue shopping with them, their retention efforts must go beyond mass text messages and uniform marketing.
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