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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TGBNsSM9mjBvLcLz9f1fT8eKhdfYOu41ApLMU1J\/0QZCobxyw+PhzJaf7X0nk5ln0yS6Yw8Asxn4uGcAC4SiUgX\/M6PfsS47X5Rk9BKTmq539p+ZUOMzmgHp1Fk9Pz8NirhSgL6fMTsbEE7WWWLjXmJqW30Z6WiVM8+aCm7yIt6NiNGCzOYqMtd5f1zVCCrcMUp3DGOkqinu0R54M8FXt2rDW6TVYl4eaWS1ouWqNyjvWlZoUzCYr3iij+KuO0uKme6V77yIi5f2FtUjAbn21ztsQMMqmhLTQhU7jI5cJwGEXvin039vVSjBeQrZ+W7oBzJaY2se\/CBeL8wH6DwsFNYYX5F4xyS+it3n9uUhHghz+Me2Cs0G0fUU5U3DnOR4q3VCkCBjEP+zZClRRWgafFgge5XmEUEfJaEr1TVgaPiO\/BwpIAeLzS+Z78hsDqlZG7Uw5VnVDKO1hSO3gSVfzCZpjXhXx78BIIEmoLEmYp3CGs5uIxQDyUydnjfLvWD9bMGywhxGBYSVNujEQvTU+aO17Gcv8iwCYWHeYT3cD7N0D+2cB6MsG8v9PUXTcDlaM2plVps0uA2WNknrwcw8bUT6n\/OZQnf0Cj0jYTN0VcABCALhwL83VUH6nUJDPb8P74VJt0pRq5ocIHmq+6l7QUlQAsi5fLBLfgCTl020X1tkQOTN2u3+2kA+GCbm9d7ML5BXrcSKfuSOyEun4rvWrSoc\/rD6yAnXjRK2X35Dgbcyj7SI9TAkhbqXZqBLMpsja3kljAUnqnBH1Rr+ldhqlPDadlP40rhpKGvPOKax98\/evoE3wyBLPz8Qj5Yeru\/RGdOsbkMpJmuXHmrfKfhNcqV9\/NA9CIwC5PNUNa+4UPnLL2QqVF9wnUmP9W6FGTWIMu7tNOk\/LQZutJkO8W1HMEouhnXTTENzoEuuoMq5F6toEgoGcBoKnk7WWeSLqMfDWSFfJu6+QVC8LK1mxnNJ+n+fj0zDmdOrVeQLcLgUL6nMdh+pTCcc2uTd3YwskZTs6s+jsyTVn5aDMQMkC+h1VIILWbUF2L8t5GGgqjnZ+Yn1kQz3q66cSNXvWmaIrhixwb2fRGIwp04zmxLOwm7KZjvZfJOq8bIvm7aBM3u87gMpcDoEGQKTTmiMN11kbX2e8xOgmt2Nu2\/RyxDX051jixXF0LSOJtIb1JkBUgVP8IciTAu0qzLu87VMgX1dZcyAVJ77yLlxzzWNAX12A+QqSVOIeFQn6WO0TF3MvpBC2tkhOzAj7m\/JkrKzatpIKSPp2VrnVcyxbvzEmpa5IeRam8WmssjgJTNo985x1tOHGNEHP36cINnLrJnea9BbLNh6HMSYb7MFHNp0tbi44GpmR\/hc2IezMrtH2Sq7abhvNui8AtEFREwamWi2DlAIsveCtvD1TAEpnuDM1XkVERB7VjQFBUl3MCWvJ4+SlewP8dmXwg+hbGBCKAHwb3m3hxTHefypIwrPxmrG4gE5NBEGtPpK\/zvVW0\/uPJ8f4assrpFKMIRoSFyu2\/gCqorj\/XoXdGqS+pfsHLsT5i9nhCKVSnFufFqyLjFwZ3V56HwLc9FWFBbExNdy4imbd9Uo53DcZpESCc+zxb2SGMZTXKd8M93FMKkUqcEEK9DvYwsGFyMu9FiDRZPGIAsgt7j+SCJeW09tylzmSlVwsPEi2JVzEpdqZZfOcnRlHCHO0iutaNBgFE7b\/NPOuQ5F4abMhjNyiQw2sGD6HzYfmh+Zme5rJ2Dpcoov9EtoFj8cEAyE88rwEoGDchJZDU2qzWF1e0J6Zu+EZOM63YqCyt682z++EeqDRTTBWxniIUBzEPS91XuQZl\/sr\/UqUo6o+BNvKYKS3f2sMEo0Dv+OUA1C\/CoL+89En8C0IcXJ7IRpAvK5SItr5jW3DJdiUehUWYqvmS93wOznq+P4HTHlZjYoQqSi9u\/2iwqw2NaBnPkK+PvbTJFm51B\/Xc3J1cGhyXGTSECS\/SddbjBQ7MfvEy2X2uUrLs5LjziPn7ZJBOWVhp0aimurMh4vpvHiifJWaBNgun++pQ2CjAhRY42GOb7LIhrJ1k7b5XOuqDvs9ZV3C6oXygOzmsORbgDixqlsCadYA7kwEAyqv3+aWRU6y5SZE+OTaOjjaM97IafJsCteMZG\/+de4my0odWVz2ADKkfJogquqQ2yJQST393JUzGj2GRtjQ8\/kApbW8Q21I5dXW4nLeYqioUuVFoHhLItsetBwd3jpyEORLl4YjccyGCasxFTjNhkY1Es0EGrhTCNJkjii3KXwoEb34K0eg0x1oyHcOSCYtChHoj\/Rn5FQVr0ifm0Wr\/recUdzIO54\/+7x2sN3S29XkJCcyRba\/yQVWQPkcEgEuROCKUjpM+hRbYCkMYibNDHYNglKJjGmVHZTFtQBpfY\/sdwDYn04rG78XoR59Dndgk4kvHxjE9qmVyG5+iMn12MCm7uRboBpbdnju5AoZmUww1yHygsUGDRQ6mPZ+HQfoNs2YlSCTwTxMjf0N5VWPEQL15CUCWiUKmfYvlxyDJVvuax7Z4F4xbzkfI9cgDlqfE6MJiu3fSqw5hisuUvbEiLPYIukZ482ktaGpiSnlxZjO3gC0e7HfYhhLs5c6p3rOg5Rquqhg+yWWrGE7OTYXPOfcP876awZkfwQTIlHIu9VeVb\/I+jxim2RsWPh4y2cYNROolYktYQVAMPQ4dF5+YktLz9vCU4oUs1sWodQR3b9FI+lwvo9vx2GlBsDPRm69yyHTuFuRwziLqrR3u6+DagLMb2Bg0DcU2VuXmhoMfrxGOPEzx\/R1Yq\/44AN8gCKgYThtMUL5CRwZDM2bOX2WAvjaLCasHJBR1\/Vz8cSYxD8NhS4gvQI6HlcNlxuHx4FgCaHv\/VpBk9ktnOGGxm\/71xnRRg5hUeOumPJhiOBuBtO8EpBjgxf088cd4nMjPzrMbvZ0Wem1ZCXz1CTwFaUF12b+Oy4cTKpCZtkoL6oV3\/EUOfNeWpBfJPsp4s4VaD3PAubn5xV72GQr4PFB2qRPvZMUyXrqFeG9+XSXaE+PZ+cFkV8NQOSqmTjq4SOsXUaKf7bm0Fe0XkyUf1weMBLy7+SCHxLxzSES9rF7fzK7\/TQ19tIXPulSSD\/0NGSF4g9BLd7rbvOSTU20CutU3FqP70QzAtLwcyDBBkGhFWDysakuexBI3\/6WJCiCzjUQxdgp9BTRSJWHHHxLcn6L3LLb8wfck0xsWynp8qaLCAW7Pp\/Tl9wHPbQW8Ap8baRDV50g0NuJKsAB5a3o9zOQHVXkIRq88NicNOwOkc8kYfVP\/zM3GSjFLWVzBbBLrAWsgR96Z37XFrYpQUQ1zrM2WHQKX52bXidegBUbvWjRddt4A1A9opxyCYF1VqoiRzhW4ser005sihjRS5IEKRnxCSnewvEws1NGZKM+vSDqz0DDEWCFrKkwDC6IYnRkZTt4+CI5JNwLGtR+ypl2wdktCO7MAavhJ0ybdKHgEATnQG9Xs3+bgEV1GsbFLYhGqjFENkWgndNJARSn7X2YEIHhizfs\/3iz6T\/bGu\/5GPCE+gMOw3DW0rIomgHNZ5u1GkIPx7cM0xISiEoUUUWTBH3UYRlBXfHKEJ3PSWPkSFxz2ebNwxfu2YkKIehg+DoPou+FrGY99BzAf4RkhqcpnIy7vwxDEU+A5747m6Vs+F73wBsVyiUBI4iZe31wDoVwkjsIQfpr\/62UXjFTG\/zXbb87clsLSJphf0euaeEETpZYxPgNMo7tVyK8WR7PWmsy+N62RsCQFrHfkj\/mjzT11t1ZZRAP2sCgsQ2\/\/\/kak+Xf4Wm8mcS8TjrlO7TUo42Bf7Ea20576TbOC1PcRTh48GR40cMmC7u1lRKWauMzeBId7kehNDnVQBZ3itZ9PdqmGGzw2j6BLy10a1c3IM\/R6FNNwt6CoWPIFAwlMwyyEcOhb+yFGWkTwBtEM33YliBxsjajFsLFBzqUZ50a\/6+UziARn7qqq\/bQuFhEqojSggc9mCQXrRiIN5CURXlfjaBJ7z7rHlgjP3TR2NrZrmWCW\/33YQl0z5I635ryChoMDdvf6eJuc39mGWShw2Xjv6O1vkUeo8OR9Cqo9Y3RuMa1M0HNm7GtMge6uQkRHb0x4EZJTTL7ji4dYMvR3y3SxkfbmmVpxIKhmEdBl5yVzMnCwcaayL\/gx9DlJYP98TwN8\/vcMau4IOizN+a3\/EiK8Il3byldfdtMmKKwr2e37T+jyyH9LGYuupGu5k5s0L9IPtMyrZq4rqE9J8l1wAJ305pgWknjplL3O6Jgmt6lv7V2dpftYzRDN3JzmuFAOouVLp2l6icNOV4tRUkoejKAjij8oH\/hIip8R\/hUxg2Y+ZCFepRfCsley6Ca93Lnw9tuA\/yrPqAT2WEsOVr0mtumxmwIYBtElUyHBWt2IUxVvvbcxvy8WdTj2nR4FC6Cco8q12AZbhlznSu9uItDnXxwwjvV\/tYwkNqjjqx0o8hVmTQOndBTDp1qaGL603oC5goioK3dk0oJP1XALnrnjP2fnKKOsq05tGlHptT7JPFkC3wedLIwvUd7X3c\/3i43uMh+U6PlCwhDMd93ABXITY9o3jR1a9SaNqogIlUZhwjVl4DkkLXgPQRSGiL7FlHJubvNL\/8jSFW3pt0qcEFhwQYK0VtlMVaqDF0t2okhaabYe\/0bBdlEr2SprzYNeFVRn21jrvmny+k1PgHXVz6YbEttWz8s56GulWVH7AuaDtwKGRN4P7v9D31QLEOcKXb8GqDa3tiNPRCEi0cs7WV8xu\/VbvwzjY+RLpX\/dDB4CD\/EIE+YLIAZS2Kcre8gX7GeoW2KLP1oSKH2JeGgZUolSC1wOiknnUxbdjaNW6Dsgdr9Ekxu68ruBTrF8ku46T94CFAkdOiGnu75NSjB9cFe4kH6KdU1U9JcwPgbI5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