Topps Customer Journey Balances Legacy and Technology

The Topps Company, Inc., makes chewing gum and candy but is best-known for its line collectibles, mostly sport-related trading cards. In addition to featuring teams and players from the Major League Baseball, MLS, UFC, it manufactures cards based on several entertainment franchises.    While it has been in existence since 1938, Topps is very much a 21st-century company. Jeff Heckman, director of e-commerce at Topps, discusses the company’s approach to loyalty and customer....

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