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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\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