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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