Retail
March 10, 2022
Shoppers are most loyal to brands aligned with their personal values. Image credit: Gucci
By Sarah Ramirez
The stakes are getting higher for brand loyalty, as rising expectations from consumers, supply chain disruptions and changes in data use complicate the relationship between brands and shoppers.
{"ct":"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","iv":"e2fa1d14696425fd7a2465bfb96acb88","s":"59dda9811cf20882"}
Share your thoughts. Click here