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":"a32a2780f207f8c0d919f2436cbd689f","s":"8f50689045b479f9"}
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