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.
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