The meaning of loyalty is changing and so are the strategies marketers use to retain customers. According to eMarketer, the majority of U.S. marketers intend to allocate more of their budgets to customer loyalty in 2016, and 13% anticipate significant increases in spending on loyalty programs.
And as they decide how to invest these additional dollars, it is crucial for marketers to understand that today, the meaning of loyalty is much different than it was a few years ago. This translates....