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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