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":"6ec70b426e1e268988d2a7644f5935bc","s":"fc36677f2e62c8d2"}
Share your thoughts. Click here