As the holiday shopping season appears just around the corner, it’s a good time for brand marketers to learn what motivates customers. According to the Berkeley Research Group’s recent 2016 Holiday Retail Outlook report, loyalty programs can have a major impact on where consumers decide to shop. According to the report, loyalty programs can be impactful on shoppers’ decisions of where to shop, and that impact varies by age group and retailer type. Millennials and Gen X shoppers are more likely to be influenced by....

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