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Emotional appeals, thoughtful loyalty programs crucial for customer retention

Shanghai is now the largest port of entry for beauty products, up 17.9 percent in 2020. Image credit: Sephora's Weibo Brands like Sephora are lauded for their loyalty programs. Image credit: Sephora's Weibo


If brands want consumers to continue shopping with them, their retention efforts must go beyond mass text messages and uniform marketing.