One company, two brands, two different loyalty programs. Something had to give. “One thing we learned from looking at our customers was there was a lot of cross-shopping going on between the two brands,” says Robert Depins, director, CRM & loyalty at Laura Canada. “In fact, the higher the segment in terms of higher value customers, the more cross-shopping there was going on.”
Laura’s Shoppe is a women’s clothing chain that operates 140 stores....