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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Yth\/4bMMlTvJ5vl76VdLg3dlaTI+PHBDV39ad01diSfAcoKTEfMZ3G+AFPgU41t6lp+ahsasFVrRCbzicMO6OuRLIRuZJtvOLGWGTv0Uf+B4pSwyMWiwUzQoX3LLTxleh4k+\/+eBkTK+ng2L3hEp3TR7J9GD4WZXrkciW4rXVWiI4QIdV5K0Q4ia4RRMLVcEqzLbJnG1sLiGxPxmzFLe4N7zqJAuu8OME9K0wpEt1Arrkae\/tVv\/uUiQDAag96M2avYXBgD2B+2Gm6lfXL\/sbb1yM1vluYGFsVuFBTvfmgCS2YARuN7HeQfQ7G4d+0dURd\/Jsb9aWuzczlHhNtdPmLTrqNhZPuni6mInH5GiHdz9YKYs9nj56\/E86gqjxhCg6I+3ywtUPix07O3hHWA0VYw2w6O3iamBo66+2MrfmF15SMaEXFHZORnifwmvQMullcpgQaNyD0aOOgHQgYJWJQ7EtWl9krq0emeheCKhaN1sCA1S\/XQuGLDzuflmehAR7k7rNkc3ngUnB2O20gkfVXSTQPjtKg6Ie5XmtThg3+liIOgSn2HhqS0HLz5w+jHMVafytrpGO7aomEHk1KbyrVzsf6BRkMHAPnfsf4x6RT1YpClYENBvsh1+tBnInz6yLrxPTlsGrk1IY0MEq2GzIw3SI8LD6qe2S8jqvdoZLuY5SwmTXGr3LVLWyZdLuYvOc8tX+RxWrGzj0QAd4pLiWTw2iAHBlSgXNzstywvcfkGgbfpG314DcvDGEgT+hz59KZYRF6vUOcQibBXwZRPSXfF1ZxtGGnGVZozb9PVOQlicngq+azGFqku4PfscY8xQ5KTQiwE0uDiHMGT8YSLZtwPuBBwfZ7y3KL6FOZvBRRYYFi7wc\/U0hIRlveq7LmLDodjSu\/gF3AmKFzj5K41022duOIsWU7Nja+o1YE9Fq9QyjooVd3XBOepErEW2iZrUBj5gGZtz0Mb9LHlYQNUYcVs6k9zfj7NJ7Dz+pzv18csykDorpfKYcIcXx96q0vN8CM9sTt+vYltypjiXJbe\/nXybyYgRYoMAC8WD0dp3bMRrReesvkgQGIwcpdVKbaDT+OZFYoYmZslAOZzxv\/EZivNgoUSQUk2BiGMP5H1H\/Ap+s6Qm0F1f2aLDJp6KiYeiPrzg85tRMJ1\/hPDy8\/N9vpZzQagmOH5JFr4KMI9647MQ2H3Eie48WTztgN4xEaj5xldrGboB89kV85lSJC8A362IKca2CQl1EVNlLqBESn2drtLyIBlx\/p0myUwuXQGLBMsS+KsflkS4afAhCoDdHkfkbtwZMvOr949zNNAnCSQ+atbxHCNktS\/f7ga9RFKlnIxOota9Ixhocd3yH6iuoOxogwK7eJm3A48Yoay0gae1uuBKDBPBreop3x5plvf4bz5Ad\/LKwyilbxutNJwAMGZso\/RxGggy7mFydHKkVQRiAQVSx3cdZTY3uRgHfQH2Jj9Dmj\/rICFyZuI9mSxWmpp+zmwcEQlqjpUufqDCn\/pDAVShjZauKW1X6cPy0sz0tiYKnxdgKoz5jR4QrqYkPKMjXAOnXcoIhNSQ+koH8g6aTtjQnjjfJNfYZaUC1vWkbwYHn6pLtjAUxGVIPVvVaFdRaAxuFmDxhGKA9J1CClSgypi9NcL5wR5\/mDiJc6iEluny9in3jmUwCSM7dOcr7ED62wKlbJ+7AzWRaCh20HSgH2\/fWB1gwwSJNp0Mq9IZNXsUD7YdXHid1u39s\/k\/S509if0xLvNh9jXd5cGF1Z3JIW6dPVlozSnJMSZZXqo83hGx58LMPM6FiAoPmqzXZvp2PnMbQFuReMx7C91VfrlDrUFXrOwFivTbmkCNmcQHb2hueSzOqkZwCTG9Dlwpg+ZioonNBBLlkrUX9yT4aYtJtGcTdmwLBH5WHFKqr6CnNPMPLPV+GIBFjvTyULcMOmfIlBL0a9Mx0eHh\/K5R0b0PUytEy\/6q7bbMuQ4V8iTZo\/Z2Qil\/qw80Zy4mVd2rJ5h2OCY1n1z2VhS3I+NYvDLOvESleljjdd+UVH3wgxP9\/gTcTbcOCUcNFhnrshZhB9IhuCVkCfiWqIlU9Ceh60QocO\/TF+Ih9DEN3aMfeZgfR3ZBE7HtZ7uBLZme0YylksSICS+FjjKrCBFdr3hatjhXi6Q4ehWyu8+W\/Z48xNSRgtb5F5rKGLOyOgsNnjzh98iaDiQ0PShKu9GEJ3J9ZVu+JC+g5Prbiz66QQeJ8wzTmz9+wBn4Cct8Ct5GX0EnlcISzAHCWC45dJMfKV5sZQQo8zZ1lCn4Sz6leRvSOi895uYXsamnEzPvSHRDTSvNkb0NF3BcvUA1pDYfJoO5cOIKWrfyOkUu4ZyR8DsUJCAgODxI17f5iJp85JgBmrpLmpnxMz7Pu6tEiWuo0YkjZcNwPR42A22FIYrAVdDKZxdVhTQ5SZgQXQGNC+ZhGOZgocQniYs23CRB+nq4oQFfqG7p4Rjst4Arb9BUuMP0aIGQvrcvXcsnsccdNbMV\/2WDnyd3DA\/30optQtI1pMAFulQMCZfm+iOGoDTqBYY2eqXxAyeHkZfZXxQdHEawgj78pZTWYoCMtPqQ87iAJeDtxJqaPNJE+swDMe76FsmJ2XsBK6NJ2VJtPJQkFoeF75RrLrwsrhVGRXdrZKb91xZwdKAxWcs2aRnj7Vt6pb7M\/JhdHcIGw1NsRkFwokxZQjwrbafwCWYDfQ6u8adL3Cx5Xmr7aCD91kj\/sSjjBMQmARw9LZwktfkJkg4QG1LYQ5ID4lkcs9p8XIfQT3VCQ\/zTU+uRTg4vVstbk6HxNaxuKSGRSDFadSVDkPuyWZ8++TqW0motkTOSom60k+iDkXx5x02JGYiK9E2bN1KMtpoZJFEZ7ErUS22Kfaw+8b9\/fPPe3cRsHlMup6I6unwaIu2TKNdyAfoAI4pntrh2GhqP0ZypdBJyxyVS7CcTpWkz0va4ybYXXzEDUQ2Fp6AoF0\/27niMEF1j4V1AEFbWCc2xJPZy\/3WGRMaFzmdegVYZeJC77eX4L0nyIS1Rn0dp275GQw6MUOmsGiXRLnMKskq5kIqp+rsMWpPH+H4kxt4+5KlF2ddHofQnf1wT5u6F6xrJGkw7MjsAujjTZAhQn8U8I+ttUqUW2GSJCZmDL2FJIUTJlw+nOd6ulzbpoEhjEhdPXaPTDYGNN46JJ8B\/KTZEAxfLyU+fZKUAStZDgkpA7eA\/zKln1OzS5KiVfwOdVWrtdH\/GnnajsNawkY9CYm+RZDImLuxJEbD8VFfsccz1++cVx1bDYB+uSEsqkQpLpALmYBJISP\/TMwU5HZ4NOESv\/GeXEcgqzIG0+00T6Ze8Mhw6Govjti\/C\/PTICTTj\/vBaO60O3kHElWkWQXAqQEbRb2HMFNMn6+kA4TzEscjlabBZRjr9EgIbfhBHBcW2rmPYO8HnFsroD5tLGXbzy5ohQDeP\/m6ihumeEttqswtETviIuFzcrj992tA+4rJyxBwk5portkB2qI49oAzUWgVaKBKQJk2cblzea5k80qqpiJPgKof\/eXKpbXoBpwri+8LS9HXQ4larkwGc\/bXhAUzOcBx7GEhavdZNxn9gVSbJgptVCEP12jzwocYVq65lQM0B3a9Z\/i4tmuQo65RFFFimBAbd4glMETgyfE\/jqPEOsFVo2CTGNty0Xco\/ID5YfF9P7Gfp+iQSLXhnwPhIVJP9BJ7CJDJ0GgicewhrcXbHyLt0I\/2mR4XVloAZkY0PM+5IQEWxnVRPV43MkgNetZ78clLjEu8JRClBdCE7X2LbEMrYiPEiiZcdp26dmBkHUKc2JnVFCwOxMDLMELBOZLdzL6o2HV2UB2Nl08qeK8ZEvw5UBNEnL1PmLbUYLdvq5ICCeAs6WngSyblcfgIdwipwahs27FgqaU0bvVXvErcidev16xKGUJHOO7EGvZgaTVuyK1RO\/PwTb0vgeDNNTM89Pcb14nQKS0PlqEMZFdr2cnVwaxegJ5pqfAjCNtPTsYjon8M4m28nDISO27S2Q7j2R9kheLdXgVrdIkb1d1jYKty4aqb27dSIrjJw4PHvnUXXaFpCXrBMVQaix9VPLh4+SJFBGDcCaX4pwBNDwUgjzx\/pWjHsSv7emLas1d3bprbLobdx2fJU2iPCHN2XkLymrjK4d88NHJcd0i9CgBK7e0jLbIVACudohYzUAFU5R5yCIp6jmJR0bwVvl39NZZpvdii4wGzw4mHWE6RCegb4G+uy11CdGsFmkR+0gch7E6R250Fm5SGh5EVcgkZMZv9b85Z2kmRL73zzvgvrD8D8RxMfc2JoD5aKJ0uiJhdBqYy8OOfRZp+c8nau1Mc5pSEH4ssq0VE1exGifprlcEncNfRhh37jyzX5C9pIalkmL6HChI7P\/H5bKVg8OzwUxvywpkwxCmBbqsyOBS2CxAm4al9udcGBYzMAxlrkGxu\/arKewVjgTEFNr752cGqnezBMdC92C8BJjX1cD25xzdunhdwq0TDVdagYNTZxhAf+1Rx8A4t1pstsbv5Ddj5MzJftfGxx43Ebz0XpLrpSagEi2oP4JjeZqZ069UrHo8Zcf93Z9zBP9RzUMa+rnsqZBh96XeDw2hKi0EXTN1zmCskxEOy2EnXApfNay4b8fFcrG7MfHoGBv5h+tOHs+Kzci2UwHgg7c7wwjNqTaDJo+BHFbmvFS+uVLoGrAQXlREh5iE8geFb+Gu9YWFOslyWtp6k7p6WgFoNQZXId61Ed6jrUAl2Kna0nl9l6IQqxO8OYEpbdwcL+D\/0Q5gpCoMc8zSpEuoUdYU+25SL6sn+7lw\/T9EBUoQ\/rlCR0LSHDyhf++UmyI7wcD+He2zsvw0LA8JxovvhTqh8G1yJCGwNwo6S9BV1d58FEPLeEN2jd3eAS9GuqNoI2WhpxeCZnFSAfLCu0pJARkn6jMRPsxp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