Marketing
April 28, 2022
Brands like Sephora are lauded for their loyalty programs. Image credit: Sephora's Weibo
By Katie Tamola
If brands want consumers to continue shopping with them, their retention efforts must go beyond mass text messages and uniform marketing.
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