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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