Retail
October 29, 2021
Retailers must prepare to build loyalty among consumers for Singles Day and beyond. Image credit: Bain
By Nora Howe
China’s massive annual shopping festival known as Singles’ Day, which occurs annually on Nov. 11, has evolved from a celebration of unmarried individuals to a retail extravaganza – but as the event grows, so do consumer expectations.
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