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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