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.
{"ct":"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","iv":"44dbb72e3f203f30b38aa86ea4a94262","s":"8e82620785a1f5a5"}
Share your thoughts. Click here