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.
{"ct":"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","iv":"da19c74839c0c3d9cfa0aafae33b6360","s":"24d399063289b12e"}
Share your thoughts. Click here