Retail
October 15, 2018
Consumers across different age groups want different things from their loyalty programs. Image credit: Lancome
By Sarah Jones
As luxury marketers aim to build loyalty programs that appeal to the growing consumer base of millennial and Gen Z shoppers, they may be missing out on the affluent older generations by not taking their needs into account.
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","iv":"024e5f5ef5c78d986f59703f87f5c219","s":"5170b074204107c8"}
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