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.
{"ct":"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","iv":"6a85dd09cd9afb6cedc7a2c9bd054b97","s":"db5ba0083c5b6f4e"}
Share your thoughts. Click here