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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