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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